September 2015 Jaguar USA Sales Fall Below 1,000 Units – First Time In 33 Months

The U.S. auto industry collectively generated 1.44 million new vehicle sales in September 2015.

Only 995 of those sales were produced by Jaguar, equal to just 0.07% of all the new vehicles sold in America in September 2015. Seven out of every 10,000 vehicles sold in America last month were Jaguars.

The Indian-owned British carmaker will soon also be an SUV builder. Jaguar will also begin offering a new version of their XF, essentially a third-generation S-Type, and a very affordable BMW 3-Series fighter, the XE.

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In the meantime, Jaguar’s lineup is small. Jaguar attracts much of its attention with the F-Type sports car. (For that to be the case at BMW, America’s top-selling premium brand, BMW would need to sell around than 9,000 Z4s per month.)

Not since November 2012, when Jaguar sold only 713 vehicles – but owned the same share of the market as the company did last month – have Jaguar sales fallen below 1,000 units. During that time, Jaguar USA volume peaked at 1,816 sales in March 2014, when the company’s market share climbed to 0.12%.

Historical Monthly & Yearly Jaguar Brand Sales Figures
U.S. Vehicle Sales Rankings By Model – September 2015 YTD
Why Is Jaguar USA Slashing Prices? Because They’re Hardly Selling Any Cars
Jaguar Is Selling F-Types, Not Much Else

This isn’t an oh-how-the-mighty-have-fallen story. Jaguar was never mighty. And it’s yet to become a story of the comeback kid – although Jaguar appears ready to break out with the new XF and especially the F-Pace and XE, industry observers have believed that to be the case in the past.

That said, Jaguar was a far more powerful premium automaker in America little more than a decade ago. 61,204 Jaguar cars were sold in America in 2002. The current pace in 2015 suggests only 15,000 calendar year sales, a 75% drop since 2002.

Meanwhile, there is a great driver of volume and profit in Tata’s Jaguar-Land Rover family. 2015 will be the best year ever for the Land Rover brand, and much of the brand’s success is owed to the most expensive vehicles they sell: Range Rovers, Range Rover Sports, and Range Rover Evoques produce eight in ten Land Rover sales.

The combined U.S. efforts of Jaguar and Land Rover still far short of the highs achieved at the turn of the century. More than 100,000 Jaguars and Land Rovers were sold in 2002 – they will struggle to top 80,000 in 2015. But that will still represent an 11 or 12-year high.

Click Column Headers To Sort • Click Chart Above To Enlarge

Jaguar-Land Rover USA	September 2015	September 2014	% Change	2015 YTD	2014 YTD	% Change
Jaguar F-Type	354	329	7.6%	3,367	2,945	14.3%
Jaguar XF	266	258	3.1%	4,647	4,225	10.0%
Jaguar XJ	357	456	-21.7%	2,920	3,468	-15.8%
Jaguar XK	18	99	-81.8%	282	1,192	-76.3%
Jaguar Brand	995	1,142	-12.9%	11,216	11,830	-5.2%
Land Rover Discovery Sport	1,140	—	—	3,401	—	—
Land Rover LR2	2	449	-99.6%	74	3,211	-97.7%
Land Rover LR4	400	300	33.3%	5,920	3,500	69.1%
Land Rover Range Rover	1,361	743	83.2%	12,585	9,094	38.4%
Land Rover Range Rover Evoque	1,319	771	71.1%	10,892	8,986	21.2%
Land Rover Range Rover Sport	1,633	843	93.7%	15,531	13,633	13.9%
Land Rover Brand	5,855	3,106	88.5%	48,403	38,424	26.0%
Jaguar-Land Rover Total	6,850	4,248	61.3%	59,619	50,254	18.6%

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.