Jaguar Sales Data & Trends for the European Automotive Market
Jaguar sales and market share in Europe have remained relatively stable until 2014, despite the economic downturn and subsequent collapse of auto sales in the continent. Jaguar has taken profit of the switch from mainstream to premium or low-cost during this period, and of the new design direction that has evolved the brand from traditional styling to a much more modern look. From 2015, the brand more than doubled its volume in two years time thanks to two new products: the XE midsized sedan and F-Pace crossover, a momentum expected to continue thanks to the E-Pace small crossover and I-pace electric crossover.
In 2013, Jaguar introduced the long awaited F-type, a beautifully styled 2-seat roadster, which was followed by a possibly even better looking coupe in 2014. These models have been huge image builders for the brand, but don’t underestimate their importance to Jaguar’s sales volume as well: the F-type was the brand’s second best selling model in 2013 and 2014.
Jag, as the Brits call the brand lovingly, is heavily dependent on its home market, as over 60% of Jaguar’s sales in all of Europe come from the United Kingdom. The brand’s best selling model was traditionally the XF large premium sedan and station wagon (named XF Sportbrake). Lexus managed to outsell the English brand in 2011 and 2012 after it launched its compact hatchback CT200h. In 2015 Jaguar struck back with the XE to compete with the BMW 3-series, and this model has helped push the brand’s volume back up to volumes it enjoyed more than a decade ago. It was straight out of the box the brand’s best selling model in its first (partial) year of sales. It didn’t hold that title for long, as XE sales started to slide rather quickly and Jaguar’s first crossover called the F-pace was introduced in 2016. Some say it would be pointless for the brand to make a crossover, as stablemate Land Rover is a pure SUV brand, but as Land Rovers will remain more functional, both in capabilities and design, it leaves room for Jaguar to introduce a less off-road capable but more stylish crossover. Of course this quickly became the brand’s best seller and helped reach record sales and market share in 2016, with sales stabilizing the next year.
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