Jaguar was battered by the semiconductor shortage as this precious comodity headed over to Land Rover. Well, that's how it seemed to me anyway. Now that's over, the volume is holding rather than a reduction I feared would occur.
The F-Pace is the mainstay of the range with 33% of all Jaguar sales. The XF and XE both improved their share of company sales, which is nice to see as I thought they were being pensioned off before their time.
The i-Pace continues to disappoint but it must be a policy of winding it down. The attractively styled E-Pace looked like it was out of favour yet there has been a modest resurgence of late. Recently commencing assembly in China may at least maintain volume in 2024. The F-Type is a fine car that still sells quite well and it may not be replaced so if you're contemplating getting one do so while it's still here.
The 2023 figures below show Jaguar global sales are 4% up on 2022, Encouraginly the last quarter deliveries were +18% so a trend is there.
Data source: JLR. Pictures: Archibalds (NZ).
The reason becomes clear as to why sales have held up and that is the operation in China is doing a fine job. 39% of all 2023 Jaguar sales were in that one country, increasing 23% which is well ahead of the company average. The UK had a pretty good year too but the rest of the world, less so.
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