Jaguar Land Rover’s retail sales suffered a reverse of more than 13% during its latest financial year as the Covid-19 pandemic continued to bite.
The automotive giant has posted a fall in sales of 13.6% for the 12 months to March 2021, while Jaguar slumped to a 30.5% downturn with Land Rover reporting a 7.1% fall year on year.
Overall, Jaguar Land Rover sold 439,588 cars in the year, 97,669 for Jaguar and 341,919 for Land Rover.
For its fourth quarter, 123,483 vehicles were sold, 12.4% higher than the same quarter last year, with Jaguar posting a 17.1% fall and Land Rover a 22.6% rise.
China sales were up 127% compared to a year ago when that market was heavily impacted by Covid-19.
Sales in North America were also up year-on-year by 10.4%, while other regions remain lower than pre-Covid levels, including Overseas markets (-10.0%), the UK (-6.8%) and Europe (-4.9%).
Chief commercial officer Felix Brautigam said: “While the Covid-19 pandemic has an ongoing impact on the global auto industry, I am pleased to end the financial year with sales up year-on-year in the last quarter.
“Encouragingly, the steady recovery throughout the year follows the direction of our Reimagine strategy: the quality of our sales improved even more than the volume, with a focus on our most profitable car lines, higher specifications and lower incentives.
“Despite very different Covid restrictions worldwide we also achieved our objective of balanced sales across our key markets.
“At Land Rover, we are delighted with the continued growth in demand for the new Land Rover Defender in the quarter and we’re very proud to see it named Supreme Winner, Women’s World Car of the Year 2021.
“This is the first time a Land Rover has won at these awards, bringing the total global trophy count for the new Defender to over 50 so far.
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“The completely refreshed Discovery and updated Velar, which is now also available as plug-in hybrid, will strengthen Land Rover sales further.
“At Jaguar, we were encouraged by the sustained sales performance of XE, XF and F-TYPE, as customers responded positively to our new designs and comprehensive upgrades.
“Order intakes for the just-released new F-PACE and E-PACE are promising. March also marked an historic moment – the 60th anniversary of the legendary E-type, which was ground-breaking when it was launched in 1961.
“Such a spirit of innovation also drives our reimagination of Jaguar as an all-electric modern luxury brand.”
Jaguar Land Rover is expected to report audited results for the financial year ended March 31, 2021 in the second half of May.
A statement added: “The company’s sales performance has been in line with expectations and Jaguar Land Rover anticipates reporting significant positive free cash flow in Q4 and break-even to positive cash flow for the full year.”
JLR has manufacturing sites in Halewood, Merseyside, as well as Castle Bromwich and Solihull in the West Midlands.