Jaguar Sales Data, Trends & Analysis for the European Automotive Market
Jaguar sales and market share in Europe have remained relatively stable until 2014, despite the economic downturn and subsequent collapse of auto sales in the continent. Jaguar has taken profit of the switch from mainstream to premium or low-cost during this period, and of the new design direction that has evolved the brand from traditional styling to a much more modern look. From 2015, the brand more than doubled its volume in two years time thanks to two new products: the XE midsized sedan and F-Pace crossover, a momentum expected to continue thanks to the E-Pace small crossover and I-pace electric crossover.
In 2013, Jaguar introduced the long awaited F-type, a beautifully styled 2-seat roadster, which was followed by a possibly even better looking coupe in 2014. These models have been huge image builders for the brand, but don’t underestimate their importance to Jaguar’s sales volume as well: the F-type was the brand’s second best selling model in 2013 and 2014.
Jaguar Europe Sales Figures & Recent Highlights
Jag, as the Brits call the brand lovingly, is heavily dependent on its home market, as over 60% of Jaguar’s sales in all of Europe come from the United Kingdom. The brand’s best selling model was traditionally the XF large premium sedan and station wagon (named XF Sportbrake). Lexus managed to outsell the English brand in 2011 and 2012 after it launched its compact hatchback CT200h. In 2015 Jaguar struck back with the XE to compete with the BMW 3-series, and this model has helped push the brand’s volume back up to volumes it enjoyed more than a decade ago. It was straight out of the box the brand’s best selling model in its first (partial) year of sales. It didn’t hold that title for long, as XE sales started to slide rather quickly and Jaguar’s first crossover called the F-pace was introduced in 2016. Some say it would be pointless for the brand to make a crossover, as stablemate Land Rover is a pure SUV brand, but as Land Rovers will remain more functional, both in capabilities and design, it leaves room for Jaguar to introduce a less off-road capable but more stylish crossover. Of course this quickly became the brand’s best seller and helped reach record sales and market share in 2016, with sales stabilizing the next year.
Jaguar Europe sales figures have been declining in recent years. The XF and XJ are popular sedans that were discontinued in Europe in 2022. The discontinuation of these models was a major blow to Jaguar’s sales in Europe. The I-Pace is an electric SUV that was launched in Europe in 2018. The I-Pace has been well-received by consumers, but it has not been enough to offset the decline in sales of Jaguar’s other models. Jaguar and Land Rover are now under the same ownership, and the companies are working together to develop new models. This partnership could help Jaguar to improve its sales in Europe.
In 2022, Jaguar announced that it would invest €500 million in electric vehicles and battery production in Europe. Jaguar also announced that it would launch two new electric vehicles in Europe in 2023, the XE and XF. Jaguar is also working to expand its dealer network in Europe. The company plans to open 10 new dealerships in Europe by 2025.
Jaguar Annual Sales Data and Market Share in Europe
Below we have a table that shows total Jaguar sales volumes for the European automotive market, broken out by year. This data captures all Jaguar vehicle sales for the entire European automotive market.
| Year | Sales | YOY Change | Marketshare | Marketshare Change |
|---|---|---|---|---|
| 1997 | 17,065 | 0.00 | 0.21 | 0.00 |
| 1998 | 20,157 | 18.12 | 0.21 | 2.98 |
| 1999 | 30,648 | 52.05 | 0.27 | 21.30 |
| 2000 | 34,374 | 12.16 | 0.29 | 7.88 |
| 2001 | 43,129 | 25.47 | 0.35 | 15.43 |
| 2002 | 52,166 | 20.95 | 0.42 | 16.73 |
| 2003 | 48,871 | -6.32 | 0.39 | -7.21 |
| 2004 | 59,674 | 22.11 | 0.43 | 9.09 |
| 2005 | 46,713 | -21.72 | 0.34 | -27.68 |
| 2006 | 41,361 | -11.46 | 0.30 | -11.70 |
| 2007 | 33,169 | -19.81 | 0.24 | -24.99 |
| 2008 | 36,932 | 11.34 | 0.29 | 16.27 |
| 2009 | 29,173 | -21.01 | 0.22 | -29.35 |
| 2010 | 27,274 | -6.51 | 0.22 | -2.77 |
| 2011 | 22,833 | -16.28 | 0.18 | -18.83 |
| 2012 | 23,291 | 2.01 | 0.21 | 11.67 |
| 2013 | 26,872 | 15.38 | 0.24 | 13.36 |
| 2014 | 28,733 | 6.93 | 0.24 | 0.56 |
| 2015 | 39,293 | 36.75 | 0.30 | 21.76 |
| 2016 | 67,016 | 70.55 | 0.48 | 37.03 |
| 2017 | 68,963 | 2.91 | 0.48 | -1.83 |
| 2018 | 84,219 | 22.12 | 0.59 | 19.17 |
| 2019 | 76,695 | -8.93 | 0.52 | -13.05 |
| 2020 | 48,507 | -36.75 | 0.43 | -20.24 |
| 2021 | 37,548 | -22.59 | 0.34 | -27.57 |
| 2022 | 23,923 | -36.29 | 0.23 | -45.65 |
Jaguar Europe Annual Sales Units & Market Share Chart
Below is a visual representation of Jaguar Europe sales units over time. We have both the Jaguar sales units and the market share in the European market. Click on the items in the legend to see each series by itself.
Jaguar Europe Growth Rate & Market Share Chart
Below is the annual growth rate for the Jaguar brand in Europe, shown against the Jaguar’s marketshare changes in Europe. This gives you a good look into how Jaguar has faired against the other brands in terms of absolute sales and effect on marketshare. Click on the items in the legend to see each series by itself.
The Best-Selling Jaguar Cars & SUVs in Europe
COMING SOON
Sources: Manufacturers, ANDC, JATO Dynamics.
