Jaguar have announced that the total sales of the brand totalled 161,601 units during 2019. Overall in the year, Jaguar sales were down 10.6% compared to 2018 and the company put this down to more challenging industry conditions, especially in overseas territories.
However, while sales of other vehicles were impacted by these generally weak market conditions, especially in China and other overseas regions, there was good news for Jaguar iPace sales which were up for the year reflecting the market interest in electric and hybrid vehicles.
Jaguar Land Rover was the first company to launch a premium all-electric performance SUV, the multiple award-winning Jaguar I-PACE that was revealed in 2018. More signs of optimism can be seen in the December 2019 sales however, which saw an increase of 1.3% during the month of December 2019 compared to the same period in 2018.
Felix Brautigam, Chief Commercial Officer at JLR said; “Following a record 2018, Jaguar sales were down in 2019. In increasingly challenging market conditions we chose not to weaken the iconic Jaguar brand through chasing volume at any cost. Nonetheless, key product highlights increased interest and, for example, created demand for our award-winning electric I-PACE, World Car of the Year 2019. Sales of our first Jaguar compact crossover, the sporty E-PACE, were also up on the previous year and, in December, we unveiled the new Jaguar F-TYPE to very positive response from the media and market.”
The tough conditions however were evident when Jaguar Land Rover announced this week that 500 jobs were to be cut at its Halewood Plant in Merseyside by April 10th this year. The jobs were mainly linked to Evoque and Discovery Sport production and JLR have said that the losses are related to efficiencies and shift pattern changes rather than reductions in output.
Jaguar sales figures
| Dec 2019 Units | YoY % change | Q3 Oct – Dec 2019 Units | YoY % change | Calendar Year 2019 Units | YoY % change |
|---|---|---|---|---|---|
| 13,372 | +1.3% | 35,422 | -21% | 161,601 | -10.6% |
