Jaguar Land Rover Reports Sales Growth in 2017 Amid Challenges Ahead
In 2017, Jaguar Land Rover (JLR) experienced significant success, selling 621,109 vehicles globally—a 7 percent rise compared to 2016. The company’s performance in the U.S. and Canada was equally impressive, with Jaguar Land Rover North America achieving record sales. The total number of units sold in these markets reached 114,333, marking a 9 percent increase from 105,104 in the previous year.
Joe Eberhardt, president and CEO of Jaguar Land Rover North America, stated in a press release, "Jaguar Land Rover in the U.S. achieved another record year for 2017 as our newest models broadened the appeal of both of our great brands."
Key contributors to this sales growth included recent models such as the Jaguar F-Pace and Range Rover Velar. The F-Pace, Jaguar’s inaugural crossover SUV, and the Velar, a more approachable version of the traditional Range Rover, played vital roles in attracting customers.
Despite these achievements, Reuters has reported potential challenges for JLR in the UK market. Consumer confidence has been affected by Brexit, and rising taxes on diesel vehicles—which constitute 90 percent of JLR’s sales in the UK—could increase operational costs for customers.
Looking ahead, Eberhardt expressed optimism about the upcoming releases of the company’s first electrified vehicles, including the 2019 Range Rover and Range Rover Sport plug-in hybrids, as well as the all-electric Jaguar I-Pace performance SUV.
While electric vehicles are not yet widespread in the U.S., Jaguar Land Rover is preparing for a future shift in consumer preferences. These electric offerings may provide a viable alternative to diesel models, especially in light of the new tax burdens.
Although Jaguar Land Rover refrained from commenting on UK sales or future projections, product communications manager Nathan Hoyt told The Drive, "Following our announcement that from 2020, each new model introduced will offer some form of electrification, it’s clear that we don’t view any single powertrain as the ultimate solution. The driving needs and styles of our customers vary greatly in the U.S. and around the world, and we will continue to provide a diverse range of options that meet their requirements."
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