Jaguar Land Rover experiences the biggest crisis in its history
- The British Premium brands Jaguar and Land Rover were sold by Ford to the Tata Motors in 2008. The Indian carmaker managed these two luxury brands well until 2017, as the production of the two brands rose from 255,000 units in 2008 to 501,000 in 2015, doubling the audience in seven years. The peak of production was reached in 2017, with more than 600,000 units produced and the announcement of the opening of a new plant in Slovakia. The situation began to deteriorate from 2018, with production falling to 578,000 units and then 545,000 in 2019. In 2020, the situation declined significantly, with both the consequences of the Covid-19 crisis and fears about a future no-deal Brexit, but also due to a product range which didn’t meet the market demand (especially for Jaguar).
- Production fell to 190,000 units in the first seven months of 2020, a drop of nearly 40% from the first seven months of 2019, a much larger drop than other carmakers, which are experiencing declines between 25% and 30%, the average for all carmakers being equal to 29%.
- The situation is more catastrophic for Jaguar (-51% compared to 2019) than for Land Rover (-34%), in particular because Jaguar sedans no longer have audiences. The XE (segment D) crumbles by 70% and the XF (segment E) by 85% ... As for the XJ (segment F), it has disappeared from the product range. The Jaguar brand is so vulnerable that it may disappear at the end.
- One of the viable solutions for a renaissance would be the cession of Jaguar to another carmaker who would have the capacity to rebuild a whole new range of attractive sedans, as the Jaguar MK II and XJ6 had been in the 1960s and 1970s.
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