Currently reading: Jaguar Land Rover shows signs of recovery despite 2019 sales drop
Sales were down 5.9% last year, but growth in the past six months has bosses upbeat over 2020 prospects
James Attwood, digital editor
News
2 mins read
10 January 2020

Jaguar Land Rover (JLR) global sales fell by 5.9% in 2019, but company bosses say a positive second half of the year and new models will boost its performance in 2020.

The British firm sold 557,706 models worldwide last year, a 5.9% decline on 2018. Land Rover accounted for 396,105, down 3.8%, while Jaguar took 161,601, a fall of 10.6%.

JLR said the figures represented “more challenging industry conditions” as global car sales dipped. But commercial boss Felix Bräutigam said the overall results masked progress in the second half of the year, calling 2019 “a year of two halves” for the firm.

JLR has been particularly hit by its struggles in China, where sales fell by 13.5% in 2019. But sales improved in the region in the second half of the year, with double digit year-on-year increases in each of the last six months of 2019.

Bräutigam credited “intensive work with our retailers, combined with significant progress and product improvements” for the turnaround. Improving performance in China has been a key focus of JLR's ongoing turnaround programme, which helped it return to profit in the most recent financial quarter.

Sales declined by 4.9% in Europe and 1.7% in the UK during 2019, but North America provided a bright spot, growing 1.8%. Bräutigam added that JLR “chose not to weaken the iconic Jaguar brand” by cutting prices to increase sales volume.

The firm had a number of successful models this year, with sales of the new Range Rover Evoque, Jaguar E-Pace, Jaguar I-Pace and Range Rover Sport all rising. 

Bräutigam believes those models will continue to sell well in 2020 and is anticipating growth for the newly updated Land Rover Discovery Sport. The launch of the new Land Rover Defender is also expected to provide a substantial boost.

Notably, 6% of JLR cars sold last year featured a plug-in hybrid or electric powertrain. In the UK, 23% of Range Rovers and 20% of Range Rover Sports sold were plug-in hybrids.

READ MORE

The future of Jaguar Land Rover, by CEO Ralf Speth

Why Jaguar Land Rover is back in profit (October 2019)

New Land Rover Defender: prices, specs and everything you need to know

2020 Range Rover Evoque review

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Comments
9

10 January 2020

Like to see a scaled down Discovery go up against a Q3, X1 and the XC40s of the world.

Allowing next gen E-pace to go more down the I-Pace styling route.

IMHO

10 January 2020
xxxx wrote:

Like to see a scaled down Discovery go up against a Q3, X1 and the XC40s of the world.

Allowing next gen E-pace to go more down the I-Pace styling route.

IMHO

I agree with 'xxxx' point that there are some excellent themes with current products. I also am so bored with seeing the otherwise excellent XE/XF without a hatch/sportback. Saloons are so passé, a waste of road space and me-too with 3-series/C-class. Jag needs to be different and novel. They are great at everything else.

10 January 2020
xxxx wrote:

Like to see a scaled down Discovery go up against a Q3, X1 and the XC40s of the world.

Allowing next gen E-pace to go more down the I-Pace styling route.

IMHO

Isn’t that what the Discovery Sport is? I always assumed it was LR’s more practical offering in this class of SUV with the Velar focusing more on style and the prestige end of this class.

10 January 2020
Roadster wrote:
xxxx wrote:

Like to see a scaled down Discovery go up against a Q3, X1 and the XC40s of the world.

Allowing next gen E-pace to go more down the I-Pace styling route.

IMHO

Isn’t that what the Discovery Sport is? I always assumed it was LR’s more practical offering in this class of SUV with the Velar focusing more on style and the prestige end of this class.

Discovery sport is around 7 inches longer and alot wider (6 inches) than an XC40. It's a popular size and the Volvo starts at nearly £30k for a 1.5 manual, JLR should be competing with that

10 January 2020

Went to see the new land rover 110 love the looks,but was disapointed with the interior way too cheap looking for a car costing £50+ shame first impression counts same with the e-pace love the looks inside and out but put of with how heavy it is so will wait until the lighter bmw engine version comes along.The car I really would like in the JLR range is the I-pace no comlaints if I had the money its already inthe drive.Want ask you guys do you thinks car makers should stop putting satnav in cars I dont like them but have to pay if I want dimming mirrors ? anyway love you feed back.

11 January 2020

Sales improvement ?

Hmmmm, that's not what the telegraph,  the times and the FT say.

Now I wonder who I believe more...

It's a hard one...

12 January 2020

Is this supposed to be an article written by a journalist, or is it just a copy and paste of a JLR press release?

The article states: "Bräutigam added that JLR “chose not to weaken the iconic Jaguar brand” by cutting prices to increase sales volume."

I picked the first car that i could find on the Jaguar Approved Used site, which was a 69 plate, XF R-Sport,  registered 30/09/19, 180 PS diesel automatic in Santorini black, with 10 miles on the clock, at a Jaguar main dealer. 

The list price is £39,830. The dealer is asking £26,990. 

Therefore they must be cutting prices, unless the dealer is deliberately trying to go bust! They can pretend that the car is sold, and therefore make their sales figures look better. They can pretend that it's a secondhand car and that they do not discount new cars, but it's just fake news. Autocar are doing nothing to challenge this nonsense and are adversely affecting their reputation as a result.

12 January 2020

JLR management should take steps to improve reliability in their product. Various models are at or near bottom of reliability tables year after year. It was ever thus with both marques. Even if Mercedes, BMW and Audi only rank middling, having JLR attain that same status would be groundbraking and would help sales no end.

We still have UK Vauxhall, UK Nissan and UK JLR all building cars with unacceptbale reliabilty scores. Why is that?

12 January 2020
john386 wrote:

J...We still have UK Vauxhall, UK Nissan and UK JLR all building cars with unacceptbale reliabilty scores. Why is that?

Could be worse, BMW with their even more 'unacceptable realiabilty' could be building here

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