Jaguar Land Rover Sales By Country – North America, Europe, UK, And China

Jaguar XF. Flickr Image.

This article presents Jaguar Land Rover (JLR)’s car sales by country. For your information, Jaguar Land Rover is a wholly-owned subsidiary of Tata Motors Group. Tata Motors Group is a leading global automaker based in Mumbai, India.

In addition to JLR, Tata Motors Group also fully owns Tata Motors Limited (TML), an automaker based in Mumbai, India that designs, manufactures, and distributes a range of vehicles, including commercial and passenger vehicles, targeting mainly the Indian market.

In this article, we focus only on Jaguar Land Rover’s car sales by country. Jaguar Land Rover was established in 2008 after being acquired by Tata Motors in the same year.

The Jaguar brand vehicles include the luxury Jaguar XE and Jaguar XF as well as the mainstream F-PACE SUV. On the other hand, Land Rover produces popular models such as the Range Rover, Discovery, and Defender.

Keep in mind that the vehicle sales presented in this article are on a wholesale basis and they may differ from the retail-based car sales numbers. Also, the wholesale-based numbers exclude unconsolidated affiliates such as the Chery Jaguar Land Rover China JV.

Let’s look at the details!

Investors interested in other sales statistics of JLR may find more resources on these pages: JLR global sales, Land Rover sales by model, and Jaguar sales of all car models.

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Definitions

To help readers understand the content better, the following terms and glossaries have been provided.

Wholesale: Wholesale for automobile companies refers to the sale of vehicles from manufacturers to dealerships, distributors, or other businesses, rather than to individual consumers. Here are some key points:

• Bulk Sales: Wholesale transactions typically involve the sale of multiple vehicles in large quantities, which allows manufacturers to move inventory more efficiently.
• Pricing: Wholesale prices are usually lower than retail prices because they do not include the additional costs associated with selling to individual consumers, such as marketing and dealership overhead.

• Distribution Channels: Automobile manufacturers often have established networks of dealerships and distributors who purchase vehicles at wholesale prices and then sell them to the end consumers.
• Inventory Management: Wholesale helps manufacturers manage their production schedules and inventory levels by ensuring a steady flow of vehicles to the market.
• Incentives: Manufacturers may offer incentives, such as volume discounts or financing deals, to encourage dealerships and distributors to purchase more vehicles.

By focusing on wholesale transactions, automobile companies can streamline their operations and ensure that their vehicles reach a wide market efficiently.

North America: North America includes the United States Of America, Canada, and Mexico.

In addition to these countries, North America encompasses several other nations and territories, including Central American countries (such as Guatemala and Honduras), island nations in the Caribbean (like Cuba and Jamaica), and Greenland, an autonomous territory within the Kingdom of Denmark.

China: China includes Hong Kong and Taiwan.

United Kingdom (U.K.): The United Kingdom (U.K.) is a sovereign country located off the northwestern coast of mainland Europe. It comprises four constituent countries: England, Scotland, Wales, and Northern Ireland.

Chery Jaguar Land Rover (CJLR): Chery Jaguar Land Rover (CJLR) is a 50:50 joint venture between the Chinese automaker Chery Automobile and the UK-based Jaguar Land Rover (JLR), which is a subsidiary of Tata Motors.

Established in November 2012, CJLR aims to produce Jaguar and Land Rover vehicles in mainland China1. The company’s first assembly plant is located in Changshu, Jiangsu, China, and it began production in October 2014.

CJLR focuses on manufacturing premium vehicles, including models like the Range Rover Evoque, Land Rover Discovery Sport, and various Jaguar models. The joint venture allows JLR to expand its presence in the Chinese market while leveraging Chery’s manufacturing capabilities.

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How Does Jaguar Land Rover Expand Its Global Reach?

Jaguar Land Rover (JLR) employs several strategies to expand its global reach:

1. Investing in New Manufacturing Facilities: JLR has opened new plants in strategic locations, such as the Itatiaia plant in Brazil, which is its first wholly-owned overseas factory. This helps JLR to better serve local markets and reduce shipping costs.

2. Targeting Emerging Markets: JLR focuses on growing markets where demand for luxury vehicles is increasing. This includes countries in Asia, Africa, and Latin America.

3. Adapting Marketing Strategies: JLR tailors its marketing efforts to meet local cultural preferences and consumer behaviors. This includes using various media channels, influencer marketing, and content marketing to engage with affluent consumers.

4. Product Innovation: JLR continuously invests in developing new models and technologies, such as electric vehicles and autonomous driving features, to stay competitive and attract new customers.

5. Expanding Digital Presence: JLR leverages digital marketing and social media platforms to reach a wider audience and build brand loyalty.

6. Joint Ventures and Partnerships: JLR has formed partnerships and joint ventures with other companies, such as Chery Automobile in China, to strengthen its presence in key markets.

By implementing these strategies, JLR aims to increase its global market share and continue its growth trajectory.

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Sales In North America, UK, Europe, And China

Jaguar Land Rover car sales by region

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JLR’s largest markets, by sales volume, are North America, the United Kingdom, Europe, and China. These four regions represent the top sales regions for Jaguar Land Rover. China’s sales exclude CJLR, a joint-venture between Chery and JLR. More information about CJLR is available here: CJLR.

North America has been Jaguar Land Rover’s largest market since fiscal year 2019, as shown in the chart above. In fiscal year 2024, Jaguar Land Rover delivered 105,600 vehicles in North America, up 24,000 units or 29% from a year ago. On average, JLR sold 89,000 vehicles per annum in North America between fiscal year 2022 and 2024.

The United Kingdom (U.K.) was Jaguar Land Rover’s second largest market after North America in fiscal year 2024. The automaker shipped 82,400 vehicles in the U.K. in fiscal year 2024, up 20,000 units or 33% from a year ago. On average, JLR sold 67,000 vehicles per annum in the U.K. between fiscal year 2022 and 2024.

In fiscal year 2024, Europe (excluding the U.K.) was JLR’s third largest market, with vehicle sales totaling 80,800 units. Between fiscal years 2022 and 2024, JLR sold an average of 73,000 vehicles per year in Europe.

China was Jaguar Land Rover’s fourth largest market following Europe in fiscal year 2024. The firm delivered 52,500 vehicles (excluding sales from CJLR) in China in fiscal year 2024. Between fiscal years 2022 and 2024, JLR shipped an average of 42,000 vehicles per year in China.

A significant trend is Jaguar Land Rover’s decreasing vehicle sales in most regions and countries since fiscal year 2019. As of fiscal year 2024, JLR’s vehicle sales in most countries were still way below its pre-pandemic levels. For example, JLR delivered 130,000 vehicles in North America in fiscal year 2019 and nearly 140,000 vehicles in fiscal year 2020 in the same region. These sales results have never been repeated in post-pandemic time.

Nevertheless, JLR’s sales in China have significantly risen since fiscal year 2019. It is the only country or region where JLR’s vehicle sales have considerably climbed. For example, JLR’s vehicle sales in China have risen from 40,000 units in fiscal year 20219 to 52,500 in fiscal year 2024, a jump of over 30% in five years.

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Percentage Of Sales In North America, UK, Europe, And China

Jaguar Land Rover car sales by region in percentage

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JLR’s largest markets, by sales volume, are North America, the United Kingdom, Europe, and China. These four regions represent the top sales regions for Jaguar Land Rover. China’s sales exclude CJLR, a joint-venture between Chery and JLR. More information about CJLR is available here: CJLR.

In fiscal year 2024, JLR’s combined vehicle sales in North America, the UK, Europe, and China represented 80% of the company’s global sales volume.

In fiscal year 2024, North America contributed 26.3% of JLR’s global vehicle volume, making it the largest market among all regions compared.

Conversely, the U.K. and Europe each accounted for 20% of JLR’s global vehicle volume in fiscal year 2024, making them the second and third largest markets after North America.

China, JLR’s fourth largest market, contributed about 13% of the company’s total sales volume in fiscal year 2024. Since fiscal year 2019, most regions have experienced a decline in sales contribution, with the exception of China. The sales contribution from China has risen from less than 10% in fiscal year 2019 to 13% as of fiscal year 2024. Do note that the China sales exclude those from CJLR.

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Sales Growth In North America, UK, Europe, And China

Jaguar Land Rover car sales by region growth rates

(click image to enlarge)

JLR’s largest markets, by sales volume, are North America, the United Kingdom, Europe, and China. These four regions represent the top sales regions for Jaguar Land Rover. China’s sales exclude CJLR, a joint-venture between Chery and JLR. More information about CJLR is available here: CJLR.

Jaguar Land Rover has reported significantly sales growth since fiscal year 2023 in all regions and countries, as depicted in the chart above.

Before fiscal year 2023, JLR’s car sales growth was predominantly negative, highlighting the challenges the company faced, particularly during the COVID-19 disruption.

In fiscal year 2024, JLR’s car sales in North America grew 29% year-over-year. The average annnual growth rate of JLR’s car sales in North America was 5.6% between fiscal year 2022 and 2024.

On the other hand, JLR’s car sales in the UK in fiscal year 2024 increased by 33% year-over-year. The average annnual growth rate of JLR’s car sales in the UK was 3.8% between fiscal year 2022 and 2024.

JLR’s sales growth in Europe (excluding the UK) topped 9% in fiscal year 2024. The average annnual growth rate of JLR’s car sales in Europe was 2.6% between fiscal year 2022 and 2024.

In fiscal year 2024, Jaguar Land Rover’s car sales in China grew 17% year-over-year. The average annnual growth rate of JLR’s car sales in China was 4.4% between fiscal year 2022 and 2024.

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Sales In China With CJLR Included

jaguar-land-rover-china-sales-include-cjlr

(click image to enlarge)

Chery Jaguar Land Rover (CJLR) is a 50:50 joint venture between the Chinese automaker Chery Automobile and JLR. You can find more information about CJLR here: CJLR.

That said, CJLR delivers just as many vehicles in China as JLR does. Therefore, with the deliveries from CJLR included, JLR’s sales in China surge, as depicted in the chart above.

In fiscal year 2024, JLR’s total vehicle sales in China increased to 102,700 units, including the sales from the joint venture CJLR. This delivery figure surpassed those from the UK and Europe and was comparable to the sales in North America, positioning China as one of the largest markets for the automaker outside of India.

A notable trend is that JLR delivered more vehicles in China than in North America during fiscal years 2021, 2022, and 2023. The automaker’s sales in China reached 112,400, 94,900, and 95,800 vehicles, respectively, in these fiscal years.

Therefore, the sales from CJLR in China are a force to be reckoned with.

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Conclusion

To recap, North America, the UK, Europe, and China represent the top sales regions for Jaguar Land Rover. Jaguar Land Rover’s combined car sales in North America, the UK, Europe, and China in fiscal year 2024 represented abaout 80% of the company’s global vehicle volume, down slightly from 82% a year ago.

In addition, CJLR’s sales in China are a significant force, contributing notably to JLR’s overall performance.

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Credits And References

1. All sales data presented in this article were obtained and referenced from JLR’s car sales reports which are available in JLR Investor Relation.

2. Flickr Images.

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Disclosure

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