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Retail sales up more than 12 per cent at Jaguar Land Rover

12 May 2021
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Jaguar Land Rover achieved retail sales of 123,483 vehicles in Q4 Fiscal 2020/21, 12.4 per cent higher than the same quarter last year.China sales were up 127 per cent compared to a year ago when that market was heavily impacted by Covid-19.

Sales in North America were also up year-on-year (+10.4 per cent), while other regions remain lower than pre-Covid levels, including Overseas markets (-10.0 per cent), the UK (-6.8 per cent) and Europe (-4.9 per cent).

The award-winning new Land Rover Defender contributed significantly to the overall year-over-year growth, with 16,963 units sold in the quarter. Other Land Rover models with increased sales in the quarter include the Land Rover Discovery Sport, Range Rover Sport and Range Rover. Jaguar models up in the quarter include XF, XE and F-TYPE.

For the full 2020/21 fiscal year, Jaguar Land Rover global retail sales totaled 439,588 vehicles, down 13.6 per cent on the previous year as a result of the impact of the pandemic.

The car manufacturer continued to roll out electrification technology across its model range. Twelve of the company’s 13 nameplates are now available with an electrified option, with plug-in hybrids (PHEV) available in 8 models and mild hybrids (MHEV) in 11 models.

Felix Brautigam, Chief Commercial Officer, said: "While the Covid-19 pandemic has an ongoing impact on the global auto industry, I am pleased to end the financial year with sales up year-on-year in the last quarter.

Encouragingly, the steady recovery throughout the year follows the direction of our Reimagine strategy: the quality of our sales improved even more than the volume, with a focus on our most profitable car lines, higher specifications and lower incentives. Despite very different Covid restrictions worldwide we also achieved our objective of balanced sales across our key markets."

At Land Rover, we are delighted with the continued growth in demand for the new Land Rover Defender in the quarter and we’re very proud to see it named Supreme Winner, Women’s World Car of the Year 2021.

This is the first time a Land Rover has won at these awards, bringing the total global trophy count for the new Defender to over 50 so far. The completely refreshed Discovery and updated Velar, which is now also available as plug-in hybrid, will strengthen Land Rover sales further."

At Jaguar, we were encouraged by the sustained sales performance of XE, XF and F-TYPE, as customers responded positively to our new designs and comprehensive upgrades. Order intakes for the just-released new F-PACE and E-PACE are promising. March also marked an historic moment - the 60th anniversary of the legendary E-type, which was ground-breaking when it was launched in 1961. Such a spirit of innovation also drives our reimagination of Jaguar as an all-electric modern luxury brand."


Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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