The hot brand in the luxury segment at the moment, why aren’t more people buying Jaguar?
If you’ve bought a luxury vehicle in the past year, by the numbers, chances are rather high you bought BMW, Mercedes-Benz, or Audi. You may have even bought Acura, Lexus, Infiniti, or Cadillac. All these brands outsell Jaguar, and it’s a shame, because vehicles with the leaping cat emblem are rather special, and as of late, very good.
So far this year, Jaguar has sold 2,359 vehicles (year-to-date till end of October). That’s more than the brand has ever sold in Canada over a full year since 2004. A number most notably driven by sales of their crossover, the F-Pace.
Last month, Jaguar sold 203 F-Pace crossovers in Canada, bringing total sales to 914 since launch six months ago.
It’s no wonder then that the company wants to continue that success with the recent introduction of the Jaguar I-Pace. The I-Pace is an all-electric compact crossover that takes aim squarely at the likes of Tesla’s Model X.
Crossovers are hot commodities for luxury brands lately. Porsche for example, sells far more Cayennes, and more recently, Macans than 911s. Lexus outsells every one of their sedans with the RX and NX crossovers. Audi sells more Q5s, Acura sells more RDXs… 12 of the 15 best selling luxury vehicles in October were crossovers. By now you get the picture. If you’re a luxury brand, crossovers are likely your bread and butter.
Perhaps this is what’s hurting Jaguar then. The F-Pace is selling well enough, but not many buyers seem interested in their sedans. So far this year, Lexus has sold 1,772 ES sedans, BMW moved 1,669 5-Series sedans, even the rather dated CTS sold 721 cars. In the same mid-size luxury category, Jaguar sold just 483 XF sedans.
People are still buying luxury sedans, just not a whole lot of them are from Jaguar. Unfortunately for the brand, it’s not from much fault of their own either.
The cars Jaguar builds are rather fantastic.
From the hot and sexy F-Type to the classy XJ, the brand covers the gamut with an offering for just about every luxury buyer. While Jaguar tech has a ways to go to make par with the likes of Audi, the combination of style, luxury and brand rarity make Jaguar product rather special.
And therein lies Jaguar’s catch-22. Right now owning a new Jaguar is a special thing. Where nearly 6,500 BMW 3-Series’ were sold so far this year, the all-new XE has sold 250 since its June launch. So if you were one of 250 people to own one, you are rather special.
Jaguar needs to, and will, sell more vehicles. Will building more crossovers help Jaguar move into the luxury mainstream? When that happens, will they still be as special?
Photos: Benjamin Hunting / Motor1 Canada