A new year is always a nice opportunity to reflect on the past year and in our case, that means looking at which cars have sold disappointingly in 2016. We’ve already looked at which cars or brands have surprised in 2016 from a sales volume point of view in a separate article, as well as successes and disappointments in the US.
1. Jaguar XE
When Jaguar launched the XE in 2015, expectations were high, as this was Jaguar’s second attempt at the premium midsized segment, and arguably a much better attempt than the first try: the X-Type. A lot has been critisized about the X-Type: it was too much Ford Mondeo, had too conservative styling and it was an utter failure. About that last point: they sold over 400.000 of them worldwide, half of which in Europe, over a 9-year life cycle. The model sold almost 31.000 units in its first full year of sales 2002 and peaked at 38.500 sales in 2004 in a segment 5th place behind the German Big-3 and Volvo. Now keep in mind the segment was a bit larger at the time, so let’s translate it to 3,1% of the segment in its first full year and 4,5% of the segment in its peak. 2016 was the first full year of sales for the XE and it took a segment share of 3,5%, slightly better than its supposedly failed predecessor 14 years earlier. It also took just 7th place of the segment, but that’s because Audi and BMW have separated their coupe and convertible models from the sedan and wagon versions. Jaguar is still best of the rest behind the Germans and Volvo. One could argue the F-Pace crossover may be cannibalizing, but there’s hardly any overlap in price between those two models, and a counterargument could be that the F-Pace is raking in extra attention to the brand and drawing people into its showrooms who may not have known about the XE otherwise. In its defense: there’s no station wagon version of the XE available (yet). So at first glance not a huge success, but nor is the XE’s first full year a clear-cut disappointment, then why is it on this list? Well, for one because it lost year-over-year volume in every month of the second half of the year, which is not a promising sign for a model in only its first full year of sales, and secondly because it was outsold by the Alfa Romeo Giulia in November and likely in December too, again not a great sign of what’s to come for the XE.