Annual fall in Jaguar and Land Rover sales despite December improvement
Sales of Jaguars and Land Rovers fell by around a fifth last year – but both brands finished the year strongly with impressive increases chalked up for December.
Hopes that the Midlands biggest manufacturer is finally emerging from the automotive sector’s worst downturn for decades rose as JLR revealed sales upturns across the group last month.
Provisional global figures show that Land Rover sales fell by nearly 23 per cent in 2009, down to 144,133. Jaguar was also down by nearly 20 per cent to around 52,500.
But the yearly decline was offset by increases in December, with Land Rover selling 16,218 last month, 27 per cent up on the previous December.
Meanwhile, Jaguar turnover increased by 40 per cent to 5,714, with the XF model more than doubling in the UK alone last month.
Although UK figures for 2009 reflected the global sales pattern for both Jaguar and Land Rover – with both around 10 per cent down – both marques enjoyed substantial rises in December.
Geoff Cousins, managing director, Jaguar UK, said: “The launch of the XF has been a huge success for us in the UK. Nearly 60 per cent of owners in the UK are new to the Jaguar brand, with owners of premium German brands proving to be the keenest to buy an XF.
“The last part of 2009 saw seven months of consecutive sales growth for the XF in the UK, and while market conditions have been challenging, XF has steadily grown market share.
“We also ended with an order book bursting with new customers wanting an XF during 2010. After nearly two years on sale in the UK that is a remarkable result.”
Meanwhile, Land Rover UK managing director John Edwards said: “2009 has been a very hard year for the motor industry, particularly in the premium segment.
“However, Land Rover made some tough decisions and restructured our business model to ensure that we were in a strong position to weather the storm.
“With our new 2010 model range launched to widespread acclaim, we are looking forward to building on our outstanding sales success in the last quarter, and to a brighter 2010.”
Tata-owned Jaguar Land Rover had already bounced back in the third quarter of 2009 to reveal profits of £22 million compared to losses of £49 million for the three months to the end of June.