Jaguar Sales Surge 63% in May, Driven by F-Type Launch
Jaguar’s global sales climbed to 7,061 vehicles in May 2013, offsetting a drop at Land Rover and highlighting strong demand for the new F-Type convertible.
Jaguar posted a 63% increase in global sales for May 2013, delivering 7,061 vehicles worldwide. The jump was fuelled by the arrival of the F-Type convertible, which became the brand’s first two-seat sports car in four decades.
The F-Type’s launch in April brought immediate results. Jaguar’s global brand director, Adrian Hallmark, indicated that half of the year’s F-Type production was already spoken for by June, with new buyers facing waits until the end of 2013. The company expects the F-Type to account for 15 to 20 percent of its annual production capacity, which stands at 60,000 vehicles.
The US market was set to receive the F-Type from July 2013, with early demand already strong. In other major markets, the new model’s arrival helped Jaguar offset a wider industry slowdown, particularly as sister brand Land Rover saw its sales fall by 6% to 21,149 units in May.
Jaguar Land Rover and parent Tata’s performance
Combined, Jaguar Land Rover (JLR) sold 31,210 vehicles in May, a 4% improvement over the previous month. This modest group growth came despite Land Rover’s decline, underlining the impact of Jaguar’s rebound.
Parent company Tata Motors, however, reported a much weaker performance. Its global wholesale sales dropped 18% year-on-year to 81,783 vehicles in May, as JLR’s gains could not compensate for a slump in Tata’s commercial and passenger vehicle deliveries. Tata’s passenger vehicle sales alone fell 16% to 43,142 units.
F-Type’s role in Jaguar’s recovery
The F-Type’s strong sales performance provided a boost at a time when several premium brands were struggling in key global markets. Jaguar’s strategy to re-enter the sports car segment paid off quickly, with the F-Type drawing new customers and generating attention for the brand. The company’s ability to sell out much of its first year’s production suggests pent-up demand for a modern Jaguar sports car.
While Land Rover’s May dip limited overall growth, the combined JLR result still outpaced some rivals facing sharper declines. The F-Type’s impact also comes as other premium brands, such as BMW, reported sales pressure in China and other regions. For more on shifting sales trends in other markets, see BMW Suffers First Sales Decline in China in Over a Decade.
Jaguar Land Rover’s medium-term ambitions
Jaguar Land Rover has previously outlined a goal to reach global sales of 750,000 units, with ambitions to approach one million units by the end of the decade. The F-Type’s early success supports those targets, but sustained growth will depend on continued demand across the range and stable performance in major export markets.
