- JLR sales are down across the board, but mainly in North America.
- The culprits are the cyberattack, tariffs and Jaguar’s rebranding
- Range Rover, Range Rover Sport and Defender remain popular
Jaguar Land Rover (JLR) has shared figures to quantify the compounding effects of a turbulent year and it looks set to be a difficult recovery. But the interruption of production due to a cyber attack in August 2025 is not the only factor to blame.
Wholesale sales fell 43.3% year over year to 59,200 cars, and retail sales fell 25.1% to 79,600 units; However, there is much more at stake than the catastrophic incident.
Much of the decline can be attributed to reduced availability due to production halts, with factories in the UK, Slovakia, Brazil and India affected and production not returning to normal until mid-November.
JLR sales are down, but not everything is due to the cyber attack
As well as having fewer Land Rovers to sell, the Jaguar brand has also undergone a major reinvention. All previous cars, including the popular F-Pace SUV, I-PACE electric vehicle and F-Type sports car, are available only from stock, and the company will introduce the Type 00 concept car in late 2024 as an indicator of Jaguar’s new direction.
The company has also faced difficulties with U.S. import tariffs, making it more expensive than before to export vehicles from manufacturing plants to the United States.
In fact, it was North America that experienced the largest decline in sales (-37.7%). All other markets, including Europe (-26.9%), the Middle East and North Africa (-18.7%), China (-18.4%), the UK (-13.3%) and the rest of the world (-14.1%) also experienced reduced volumes.
Despite reduced volume, JLR’s three most successful models continue to top order books. The Range Rover, Range Rover Sport and Land Rover Defender accounted for 74.3% of wholesale volumes, an increase of percentage points in one year.
JLR will release previous quarter earnings figures in February 2026, however investors have already expressed displeasure with JLR’s confirmation of reduced sales, with parent company Tata Motors’ shares falling around 4% after the announcement (before improving slightly).
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