12 October 2017

JLR's Big Three

Most car brands have a few markets they are heavily reliant on. In the case of both Land Rover and Jaguar, there are three major countries that take most of the sales. They are China, the USA and the UK. So let's have a look at how things are going in those three markets. The sales for 2016 are for a full year, compared to 2017 with is the first nine months. What we are looking for isn't volume but shifts in percentages.


Land Rover: The big three have moved from 58.1% to 59.2% so very little difference there. China's percentage is up slightly, as is the UK's. The USA is down as a share of total LR sales. It's worth noting that UK sales taper off at the end of the year and that LR often has a lift in the US in December so they should change somewhat by year's end.

The point is about 6 in every 10 Land Rovers sold are in these three countries and China is the principal market. It has been at the top every year since 2012.


Year Nation J-S

J-D

16 17 Land Rover 2017 % 2016 %

1 1 China 73,337 22.3 94,969 21.9

2 2 UK 66,976 20.3 83,468 19.2

3 3 USA 54,481 16.6 73,861 17.0


Total 329,164 59.2 434,582 58.1



Jaguar: There is much more happening for this marque. China has leapt to top spot from 16.6% share to 24.6%. That is quite a move, especially as total sales are progressing nicely too. The US has moved up a whole percentage point while the UK has dropped from first to third. Again the same applies to the US and the UK regarding end of year sales. TheUK market is weakening generally so will have an effect also.

Overall, the big three have increased their take from 61% to 67.8%. One in four Jaguar cars is sold in China and nearly 7 out of 10 in these three nations. 


Year Nation J-S

J-D

16 17 Jaguar 2017 % 2016 %

3 1 China 33,883 24.6 24,612 16.5

2 2 USA 30,228 22.0 31,243 21.0

1 3 UK 29,054 21.1 34,822 23.4


Total 137,498 67.8 148,721 61.0

JLR: Combining the data shows China is pulling away from the UK, now commanding 23% of the sales. The USA will close the gap on the UK by the end of the year, but not enough to pass it. Just over 60% of sales are for these three countries. 


Year Nation J-S

J-D

16 17 JLR 2017 % 2016 %

1 1 China 107,220 23.0 119,581 20.5

2 2 UK 96,030 20.6 118,290 20.3

3 3 USA 84,709 18.2 105,104 18.0


Total 466,662 61.7 583,303 58.8

Summary: Land Rover has new product to boost it to the end of the year. Jaguar will easily exceed the 2016 total and 2018 looks exciting. The big three will continue to be an essential part of JLR's success. 

Data source (most generously I must say): Tata.

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