JLR sales fell by 4.6% in 2018

Warwickshire Telegraph - - NEWS - By ENDA MULLEN

JAGUAR Land Rover has re­vealed its sales fell by 4.6 per cent in 2018, as the Coven­try car maker sold 592,708 ve­hi­cles.

The lat­est sales fig­ures were an­nounced on the day the com­pany re­vealed it would be ax­ing 4,500 jobs as part of a £2.5 bil­lion cost-sav­ing pro­gramme.

The car maker is at­tempt­ing to weather what has been de­scribed as “a per­fect storm” due to Brexit un­cer­tainty, de­clin­ing de­mand for diesel cars and slow­ing sales in China. De­spite the dif­fi­cul­ties 2018 proved to be a good year for Jaguar, with the brand en­joy­ing record-breaking sales of 180,833.

That rep­re­sented an in­crease on 1.2 per cent over the ‘Big Cat’s’ global sales for 2017.

Jaguar’s suc­cess was at­trib­uted to the in­tro­duc­tion of two new SUVs, the E-Pace and the I-Pace.

The I-Pace is also Jaguar Land Rover’s first al­l­elec­tric model.

De­spite this, and other good news in the shape of in­creased sales in North Amer­ica and other over­seas mar­kets, over­all re­sults were badly hit by sales in China.

Sales were down by 21.6 per cent in what had be­come Jaguar Land Rover’s big­gest mar­ket, while they rose by 7.2 per cent in North Amer­ica and 7.3 per cent over­seas.

UK sales fell by 1.5 per cent, while Eu­ro­pean sales were down 7.8 per cent.

De­cem­ber sales were down by 52,160, rep­re­sent­ing a 6.4 per cent drop com­pared to De­cem­ber 2017.

En­cour­ag­ing signs in De­cem­ber in­cluded sales rises in North Amer­ica (21.4 per cent), Europe (7.6 per cent) and the UK (7.8 per cent).

Chi­nese sales were down by 42.4 per cent over the fi­nal month of 2018 while other over­seas mar­kets saw a 9.6 per cent de­cline.

Jaguar Land

Rover de­scribed mar­ket con­di­tions in China as “chal­leng­ing” due to slow­ing eco­nomic growth and trade ten­sions with the US.

It added that it was work­ing with its re­tail­ers in China in a bid to im­prove the sit­u­a­tion.

The car maker will be hop­ing for a boost in all mar­kets when the re­cently un­veiled all-new Range Rover Evoque goes on sale soon.

Felix Brautigam, Jaguar Land Rover’s chief com­mer­cial of­fi­cer, said: “We have seen a strong end to the year in North Amer­ica, Europe and the UK.

“Sales were up de­spite chal­leng­ing mar­ket con­di­tions, in­clud­ing reg­u­la­tory changes and diesel un­cer­tainty, which have im­pacted sales per­for­mance through­out the year.”

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