Land Rover Model/Regional Sales : 2023-24

Land Rover is a popular marque with a global following. It has a reputation for offroad capabilities and all of its vehicles have that in them. That ensures they have a loyal following, even if the owner doesn't need to go offroad. It's nice to know it is there if required. They look good too. So how are sales going?

Models: The Defender has well established itself as the leading model with 29% of the total. It also had a 0% increase for the year. Supply has improved so hopefully wait times are down and maybe it has reached an expected level of sales.   

Next is the Range Rover Sport which was up 22% and accounted for 19% of the total. The Range Rover was third and up 22% and a strong selling model with 75,000 sales. The Evoque more than held its own with a 4% gain but the Discovery Sport dropped slightly, by 5%. The Discovery was down 12%, a good car it is not fully appreciated.

Regions: North America grew 30% and increased its contribution to 28%. China dropped from first last year to second spot and was down 13% in an economically depressed market.  

The UK was up a useful 14% but Europe fell slightly as sales there are generally quite poor too, now outsold by the rest of the world. Overall sales were up 19,000 units and 5%. 

Summary: A good result that was achieved in a global market not exactly booming. With the product mix swinging toward larger ticket cars, profits have lifted. The rest of the year may prove more challenging for all car makers so what's in store for LR will be interesting to see. JLR said they have experienced an aluminium shortage that has impacted on production but expect the next quarter to improve with this issue behind them.

PS. JLR is now releasing regional sales by the three Land Rover divisions. It started in April 2024 so it won't provide a calendar year figure for this year. The first full year figure will be at the end of 2025 and it will take until 2026 to get a year to year comparison, So that data, while nice to have won't be featuring here for a while. 

Data & picture source: JLR.