Registrations in 2022 were -29% down on the preceding year and have dropped 66% from the peak in 2018 (180,000 sales). However, Jaguar is being repositioned from a premium to a luxury brand so a return to the best of volumes isn't going to happen. Still, there was a slight increase in the last quarter of 2022, as I anticipated. So maybe the volume repositioning is over.
Thierry Bolloré was the CEO of JLR for two years and was convinced taking Jaguar upmarket was the way forward. It may be the right route to take but the drop in volume well before the repositioning happened confused me. He has left the company so it will be interesting to see what transpires with Jaguar from here forward.
Data source: Tata.
Saloon (sedan) car share of sales went up from 29 to 35% of the total. That's an unusual trend but that is due to their popularity in China. While many markets are moving away from this sort of car, they still have a strong following there.
By Region: China is still the biggest market and it increased to 33% YTD. For the final quarter, it was 40% so China is more important than ever for Jaguar. Europe and the UK are surprisingly close in size with North America not too far further back.
While profit not volume is what drives the industry, it's still nice to see positive sales. It's also nice to know the fairer sex is keen on Jaguars. I've thought for some time women have good taste when it comes to cars so their strong support is quite an endorsement.
38% is hard to argue with supply side problems.
ReplyDeleteJag already starts from a meagre baseline, 30.000 car a year with a complete premium palette (premium middle and upper medium class, compact and mid sized SUVs), there must be some kind of problem(s) on the demand side too.
For some reason, people just don't want to buy Jags.
I'm not sure what you mean by the 30,000 figure. They sold 86,000 last year and 15,000 the first quarter of this one. They were late the the SUV party under the notion LR does them. Winning those customers back is a big ask. Jag's SUVs are positioned to be more road focused and should be retained at all cost. To even be suggesting otherwise shows a leadership deficiency.
ReplyDeletePremium buyers are conservative and image conscious. Jaguar and Alfa are considered fringe marques and for most are not even considered as a purchase option.
Obviously the existing Jaguar models are not in the focus of the new CEO and his team. At first, they are concentrating on LandRover. Second, they are concentrating on LandRover. Maybe third, they fantasize about the all new "wanna-have" Jaguar ... in the year 25. And the actual Jags? Don´t bore me.
ReplyDeleteJaguar have a fine pedigree but JLR need to work with another manufacturer to get economies of scale. LR and Jaguar have a different focus so it cannot be achieved inhouse.
DeleteAlfa Romeo are in a similar place to Jaguar but less successful. Yet Stellantis sees a future with the AR brand. It will share costs with others within the company.
Also, please show more decorum in the way you compose your comments or they won't be allowed here.
Thank you.
Hello RayCee, maybe there is a bit of a misunderstanding. The phrase "Dont bore me" stands for the (supposed) thinking of the CEO and his management team. It seems, they simply are not interested in the actual Jaguar model line.
DeleteSorry for not writing this more clear.
No problem. If the CEO has no interest in Jaguar, then he should see if another company like Stellantis would be interested. The marque is too important to be marginalised or retired altogether,
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