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News - Market Insight - Market Insight 2025Market Insight: JLR’s sales stallJaguar sales grind to halt as reinvention looms, Land Rover deliveries trending down2 Jun 2025 By MATT BROGAN FRESH data out of Europe shows Jaguar sold just 49 vehicles across the continent in the month of April. The number follows a total sales figure of just 22,571 for the entirety of 2024, down from a meagre 24,902 units the year prior.
The figures are a result of the brand ending production of its existing models as it works to reinvent itself as an all-electric offering aimed more at Bentley’s end of the market than BMW’s – and reflects a similar trend in Australia.
Sales of Jaguar Land Rover models has crawled to a virtual stop in the years following the COVID-19 pandemic, Jaguar selling just 203 vehicles year-to-date (down 20.1 per cent YOY) and 52 for the month of April.
Land Rover is faring better, recording 2692 deliveries in the same timeframe (up 15.2 per cent) and 729 in April alone.
The British marques’ two-speed sales environment shows clear variance across the portfolio of each.
Jaguar has sold just three examples of the now-defunct XE medium passenger car to the end of April – down 87.5 per cent on the sale time last year – while the XF large car is now completely sold out. Just six examples of the F-Type sportscar have been sold since January 1, a decline of 70.0 per cent and again a reflection of the model’s end-of-production status.
SUV model sales are slightly more buoyant, with higher stock levels seeing 75 examples of the E-Pace medium SUV sold through April 30, up 56.3 per cent.
F-Pace large SUVs sold is slower numbers, 116 units delivered in the year’s first for months, or 23.7 per cent fewer than in 2023, while the all-electric I-Pace crossover sold just three examples, down 25.0 per cent.
“Jaguar is moving closer to becoming a modern luxury all electric brand and is celebrating nine decades of innovation with the F-Pace 90th Anniversary Edition models, which are now starting to arrive at Australian Jaguar retailers,” Jaguar Land Rover public relations manager James Scrimshaw told GoAuto.
“With a choice of powertrains – including the P250 Ingenium four-cylinder turbocharged petrol engine, and for the first time offered in Australia, the 297kW P400e, a Plug-in Electric Hybrid, which offers up to 69km (NEDC) of electric-only driving range and fast DC charging capability to top up the battery from 0-80 per cent in as little as 30 minutes.
“Jaguar’s pinnacle performance SUV, the F-Pace SVR 575 Ultimate Edition has also arrived in Australia, only 60 examples will be built, with enhanced high-performance driving dynamics and specification exclusively for Australia.”
On the Land Rover side of the coin, we note far greater levels of success. The Discovery Sport amassed 136 sales to the end of April, up 40.2 per cent YoY, while its more luxurious Range Rover Evoque counterpart is down 14.3 per cent to 191 units.
The figures might suggest Land Rover buyers are preferencing larger models, with sales of the Defender up 53.9 per cent to 1277 units, and Ranger Rover Sport sales up 1.3 per cent to 693 units.
However, sales of the Velar are down 15.2 per cent to 112 units, and full-size Range Rover models down 30.9 per cent to 132 units.
“The 26MY Discovery has recently been announced. Discovery has strengthened its family appeal by introducing a pair of new editions, while updates across the entire line-up enhance both the design and family-friendly versatility of the seven-seat SUV,” added Mr Scrimshaw.
“The new Discovery Tempest and Gemini editions honour Discovery’s 35-year legacy with subtle nods to the model’s history in their names, which also inspire their exclusive design details.
“In addition to the new Tempest and Gemini editions, Discovery also offers fresh wheel options, enhanced equipment and a new range of curated accessory packs designed to make the most of everyday family adventures.
“All Range Rover models continue to lead by example. Range Rover, Range Rover Sport, Range Rover Velar and Range Rover Evoque models continue to be highly desirable and offer a unique combination of modern luxury design, dynamic performance, and innovation.
“Defender is in a category of one. No other family of vehicles can match its combination of capability, durability, practicality, and premium quality. With its distinctive appearance, choice of body designs and the huge degree of personalisation available, we believe Defender attracts clients from across the 4x4 market and other segments,” he concluded.
More broadly, however, sales of Jaguar Land Rover models in Australia are a mere shadow of past volume.
Jaguar’s 2025 market share now totals just 0.1 per cent of the overall new car landscape, and Land Rover’s 0.7 per cent. Together, that is less than one per cent of all new vehicles sold.
Looking back across the previous decade, there has been a marked downturn in sales for both brands.
Jaguar has slipped from a high of 3008 annual sales in 2016 (0.3 per cent market share) to just 743 deliveries (and 0.1 per cent market share) at the end of 2024 – a decline of 2265 units or 76.3 per cent.
Land Rover has slipped by a similar integer, falling from 13,597 units in 2016 (1.2 per cent market share) to 7910 last year (0.6 per cent market share) – a sales drop of 5687 units or 41.8 per cent.
Jaguar Land Rover sales 2016-25*:
*All sales data supplied courtesy of VFACTS.
^Forecast annual sales based on Q1 performance.  Read more26th of May 2025  Market Insight: 13K Isuzu truck sales ‘new normal'Isuzu confident of staying at 13K sales, 29pc market share amid major product update20th of May 2025  Market Insight: The ups and downs of 2025As the vehicle sales boom ends, some importers are faring well while others struggle12th of May 2025  Market Insight: Incremental growth for VW AustraliaAs Volkswagen passenger sales slow, SUV and LCV deliveries edge steadily upward |
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