JLR in its infinite wisdom (I sarcastically jest) decided to end Jaguar sales until it is 'revitalised' as a luxury marque as opposed to a premium one. I personally felt they could have kept the F-Pace and i-Pace going through the transition period. I won't even go into axing the XJ after having spent up large developing it.
It's a shame that this new direction will take Jaguar away from the existing loyal customer but do I see the marque cannot straddle both premium and luxury. They will be hoping to woo new customers and being fully electric there seems less loyalty and more willingness to move to something new and exciting.
It is still risky to go all electric and having all your eggs in one basket is high risk. Jaguar needs to deliver on its new direction. From a styling point of view the teasers don't impress me. Hopefully, reality is kinder.
With sales having ended in the UK so dramatically, there were zero deliveries in Q2. It seems excessively premature. Despite that and sales winding down everywhere, the sales drop is just 62%. Deliveries were a surprisingly high 5,300 in Q2.
It seems some countries have stocked up to keep sales going as long as possible, a logical move lost on the UK. China manufactures XE and XF and local Q2 deliveries were surprisingly up but on an admittedly very poor Q1. China was responsible for 54% of Jaguar deliveries in Q2.
Models: The F-Pace is still on top and achieved a 34% share of Jaguar deliveries in H1. The i-Pace has ceased production but decreased a mere 41%, the best of the bunch. The XE and XF are sales mainly in China.
Data & photos JLR.
Regions: With the UK having an unusually high Q1 last year and having now stopped supplying dealers in 2025, the 83% fall isn't surprising. North America did better than most but I'm not sure how long stock will last. They were obviously trying to keep sales going longer than the UK.
The 'Other' did amazingly well, perhaps being for the most part further away from production points may have been responsible. They may have also stocked up a bit too, not wanting the extreme situation the UK went with.
No comments:
Post a Comment