Jaguar Model/Regional Sales : Jan-Sep 2023-24

One of my criticisms of JLR has been its rather indifferent treatment of Jaguar over the last couple of years Well, Jaguar got some love when stock was made available and sales for 2024 started off with a bang. That slowed as the company winds up production and has moved to a one car marque (F-Pace), until upmarket electric models arrive. 

Models: The changes are hard to judge in a run out situation. The F-Pace medium SUV led the way with volume up 12% and taking 37% of total Jaguar sales. The compact E-Pace SUV was up 12% from an admittedly poor 2023. It comes down to how much stock is left now. 

The XE and XF medium/large passenger cars are  down 25% and 8% respectively. The soft Chinese market has had an effect, that being their main market for a little while now. The i-Pace was well up (+35%) and finally, the F-Type sports car was -6% as the last ones are snapped up. 

Regions: China was the biggest market in 2023 and still is but with a reduced margin and a drop of 12% in volume. The UK jumped from 21% to 30% of the total, sales up 40%. North America did well with a 30% gain and 20% of all Jagwhar sales. 

Jaguar has been poor all year in Europe so sales being down 43% is no surprise. Finally, the rest of the world was up a tidy 9% but rounding the percentage figure left it with the same 6% share of the total. I know that sales in Australia and NZ have been good as the last cars available are snapped up.

Summary: Moving up in quality and price is what was needed but sad that it came to that. Working with another manufacturer was an option but not one JLR felt was right for maintaining the brand's DNA. 

I think pulling the plug on XJ was a monumental mistake, having spent up large in getting it near production ready. It would have been useful now in the transition period it is going through and beyond into its electric future. Electric cars aren't selling as expected so the non electric XJ would have given Jaguar another string to its bow.  

We can now expect the final quarter of the year to slow markedly as stock runs out and another chapter for the marque concludes.

Data source: JLR. Lower picture: Greencarguide.