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Jaguar posts lowest quarterly sales since 2013 on chips crunch

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Jaguar suffered toward the end of the year as JLR prioritized limited semiconductors for its hot-selling Land Rover models, including the new Defender.

Sales of both Jaguar and Land Rover brands dropped by 38 percent to 80,216 in the quarter, according to a company statement.

For the whole of 2021, Jaguar Land Rover sales fell 1.2 percent to 420,856. Jaguar’s full year sales were down16 percent to 86,270, but the brand particularly suffered in the final quarter of the year, which accounted for just 17 percent of the brand’s sales for the year. Land Rover’s full-year sales rose 3.4 percent to 334,586.

Jaguar sales in European Union, UK and EFTA markets in 2021 fell 19 percent to 38,039, according to data from industry group ACEA.

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Sales of the XE and XF were models mostly built and sold in China, suggesting JLR has paused production of the two sedans at its Castle Bromwich plant in England.

Jaguar will not replace its aging range of internal combustion engine cars until it launches new full-electric models in 2025, Le Monde newspaper reported.

Jaguar is pivoting to an all-electric brand with new models to be designed by JLR head of design Gerry McGovern in a move that will also see it go much further upmarket than current models.

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McGovern said future Jaguar designs need to be “absolutely modern and contemporary.”

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