Opinion: Jaguar sales are toppling – new metal must bring them up

Castle Bromwich - manufacturing

Jaguar sold 161,601 cars last year, much less than 2018

The British brand sold 10.6% less models than last year, but upcoming electric XJ, new J-Pace and refreshed F-Pace could inject new life

According to Jaguar Land Rover’s latest official figures, Jaguar sold 161,601 cars globally last year and produced a further 6251 at its joint venture in China. That excluding-China figure is 10.6% down on 2018’s total of 180,833 cars, and 161,000 sales across six model lines remain a marginal proposition.

The biggest loser was the XF, which fell 50% to 15,628 units in 2019. That was followed by the XE, which was down 15% to 25,951 units. Although it was on run-out, the XJ managed to clock up 4017 sales.

Jaguar’s biggest seller was the F-Pace but, even so, that was down 14% from 56,563 units in 2018 to 48,484 last year. The E-Pace managed to edge up 2% to 42,939 units.

Although 2019 was the first full sales year for the I-Pace, its sales of 17,355 were described by one of the suppliers for the car last month as “rather less” than had been planned for. Finally, F-Type sales slipped by 9% to 7227 units in 2019.

Including the XJ, Jaguar sold 45,596 saloons and 108,778 SUVs in 2019, each across three model lines. The remaining was 7227 F-Type sports cars.

Clearly, Jaguar remains a very small brand by global standards, but by the end of next year it will have the electric XJ, the new J-Pace flagship and a thoroughly refreshed F-Pace and E-Pace, all of which is significant investment.

Perhaps there’s now a pause on decisions relating to the XE, XF and F-Type while bosses monitor a new-car market that’s in the middle of huge politically driven changes.


New Jaguar F-Pace facelift seen alongside current SUV 

2020 Jaguar XJ: prototype previews electric saloon’s design 

From ink to I-Pace: How Jaguar designs an electric car

Source: Autocar

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