Land Rover & Range Rover Sales Data & Trends for the European Automotive Market
Land Rover and Range Rover sales in Europe have increased steadily from 2009 to 2017, thanks to new models and model changes, and a general shift in consumer preference from mainstream to premium or l0w-cost. Market share and sales have more than doubled from 2010 to 2017 as the brand reached a record of nearly 168.000 sales and passed 1% share for the first time in 2016.
The introduction of the Range Rover Evoque in 2011 has added over 50.000 annual sales to the brand, over a third total sales, so it has become a very important model for the brand. In 2015 the Evoque was facelifted and the three- and five door versions were accompanied by the Evoque convertible in 2016. The aging Freelander was replaced by the Discovery Sport in 2015. This is the only model in its class available with optional 7-seater capacity and helped the brand break its European sales record for the sixth consecutive year in 2017.
Even Discovery sales have been stable between 10.000 and 13.000 a year from 2008 to 2016, before being replaced in 2017 by a completely new model, that looks like a larger Discovery Sport. That new generation helped the Discovery nameplate reach its highest volume in 10 years. The iconic Defender, on the market since 1983, has sold fewer units every year between 2009 and 2013 before rebounding in its final years as its replacement by a much more modern vehicle is imminent unfortunately. Production ended after 67 consecutive years in February 2016.
Sales of the top-of-the-line Range Rover increased every year with the exception of 2012 and 2016, because of the new generation introduced late 2012, while the Range Rover Sport bounced up to record levels in 2015 and remained stable at that level, as the new generation has been introduced in the third quarter of 2013. Just like it’s larger sibling, it is no longer a body-on-frame truck, but a unibody crossover, shedding about 400 kilograms in the process. The weight loss has helped comfort, handling and most importantly: fuel efficiency. In 2017, a fourth model for Range Rover was launched, with the Velar filling the gap between the Evoque and the Sport. Undoubtedly, this model will boost sales of the brand even further.
Land Rover is only slightly less dependent on its home market than Jaguar, as just over 50% of sales in Europe are registered in the UK, compared to a worrying 60% for its sister brand. But worldwide, the SUV brand sells about 16% at home, while Jag depends for almost 30% on its home market.
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