From Pauper to Prince: A Look at Jaguar’s Record-Setting Sales
Lots of companies had a successful 2013, but Jaguar and Land Rover had one of the best. In the U.S. alone Jaguar saw sales jump by 41-percent, making it the fastest growing brand in the States this year. Land Rover also had a great showing this year with a 14.5-percent gain over 2012.
Together, these two brands brought in 66,962 sales in the U.S. Worldwide, the Jaguar Land Rover group was able to move 425,006 vehicles, a 19-percent jump over last year’s performance. The company set new sales records in 38 markets. Worldwide, Jaguar actually beat its U.S. growth at 42-percent, for a total of 76,668 cars sold.
2013 has been a record sales year for almost every major brand, but Jaguar is the only brand among its competitors to see growth above 25-percent. What is Jaguar doing right to make such an amazing leap in the market, and how is this success helping Land Rover?
Click past the jump to read all about how Jaguar made this awesome leap.
If there is one thing Jaguar currently has going for it, it’s that every single model it sell looks magnificent. As much as we care about horsepower ratings, safety scores and resale values, the truth of the matter is that a car purchase is highly emotional. We desire cars with outstanding designs; looks that speak to us and make us swoon. A great car can fail with bad design, and a mediocre car that looks great can sell thousands.
Ian Callum is the man responsible for this industry leading design renaissance at Jaguar. You may not recognize his name, but I promise you know his work. Callum is the man who penned the Aston Martin DB7, Vanquish and he had a hand in the DB9. Since then he has designed every car in the Jaguar stable from the XK in 2006 to this year’s F-Type.
These designs are all evocative displays of power and elegance. Every time you see a new Jaguar, you just want one, even if you aren’t quite sure why.
A forward thinking approach to materials
The big news from Ford at Detroit was the heavy use of aluminum in the F-150pickup truck to save weight. Ferrari and Audi also make extensive use of aluminum to reduce weight and improve performance of their cars. Almost every car maker is spending millions of dollars to convert their manufacturing processes over to aluminum to save weight and improve emissions.
Jaguar has been using aluminum for the last decade. When the 2003 model XJ was released, it featured an entire body made of the lightweight alloy. Thanks to an early cost investment by Jaguar, they are fully functioning and experienced with aluminum. This gives Jaguar the ability to quickly adapt and alter designs.
It was a huge cost previously, and at times the move helped to nearly bankrupt the company, but this forward thinking philosophy has put Jaguar in a powerful position today.
Apart from the gorgeous designs that Ian Callum and his comrades at Land Rover have produced, the cars that are currently coming out of both Jaguar and Land Rover are genuinely exciting. The F-Type roadster is a combination of nostalgia and horsepower that the market has wanted for years, while the sleek two-door Range Rover Evoque proves that buying an SUV doesn’t mean sacrificing looks or performance.
More than this, Jaguar is pushing high-powered editions of every car it sells. Do you want an executive limousine with more than 500 horsepower? Jaguar offers it with the XJL Supersports. Do you want that same supercharged engine in a sleek two-door coupe? The all-new Jaguar F-Type Coupe R has you covered. Even Land Rover has joined the game, as you can get that same 5.0-liter supercharged V-8 in the new Range Rover Sport.
These types of outlandish halo cars build excitement and desire around a brand. When lots of people are talking about a brand, lots of people tend to buy from that brand.
Jaguar and Land Rover just had their most successful year ever, but with new models coming soon (Jaguar C-X17 SUV anyone?) and a growing sales market worldwide, expect to see these same kinds of numbers again.
These British marques that knocked on death’s door a few short years ago are becoming powerhouses in the automotive market, and we don’t expect them to slow down any time soon.