For the year, Jaguar sold 86,270 cars. If you count the i-Pace as an SUV, then they accounted for 65% of sales, saloon cars 29% and the solitary sports car 6%. The F-Pace sets the pace with 32% of sales, or a third of the total and well up on the 27% of last year. The E-Pace is at 21% of sales, down 2.5 percentage points from 2020. The i-Pace is down to 11.6% of the total, the F-Type up to 6.3%.
With the semiconductor shortage, there wasn't a strong end to the year. The more profitable models would have presumably prioritised as the best way to handle the situation.
All I can see that Jag performs disastrously in all fronts, i.e. in all regions and with all models.
ReplyDeleteI personally think that the brand has the best model range ever, and it certainly deserves more than that.
I wonder what are the reasons, Jags were traditionally overpriced, and I recall the sudden shifts in concepts, like the XF II switching to a subpar interior from one of the Ist gen with one of the best interiors (they were trying to correct this though).
At the same time, since all the political mess, I do not even feel the urge to start asking offers from Jag.
Jaguar aren't biug enough to be on enough shopping lists. They are improving their interiors as you noted. The range deserves better success but premium buyers rarely think outside the square, which makes it a challenging area of the market for smaller players to be in.
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