- JLR sales are down everywhere, but especially in North America
- Cyberattack, pricing and Jaguar rebranding are to blame
- Range Rover, Range Rover Sport and Defender continue to prove popular
Jaguar Land Rover (JLR) has shared figures to quantify the cumulative effects of a turbulent year, and the recovery looks set to be difficult. But production disruption due to a cyberattack in August 2025 is not the only factor involved.
Wholesale sales were down 43.3% year-on-year to 59,200 cars, while retail sales were down 25.1% to 79,600 units. However, there is much more at play than the catastrophic incident.
Much of the decline can be attributed to reduced availability due to the halt in production, with factories in the UK, Slovakia, Brazil and India affected, with production not returning to normal until mid-November.
JLR sales are down, but it’s not just because of the cyber attack
In addition to having fewer Land Rovers for sale, the Jaguar brand has also undergone a major reinvention. All older cars – including the popular F-Pace SUV, I-PACE electric vehicle and F-Type sports car – are available from stock only, with the company having introduced the Type 00 concept car in late 2024 as a marker of Jaguar’s new direction.
The company also faced U.S. tariffs on imports, making it more expensive to export vehicles from manufacturing plants to the United States than before.
It is in fact North America which experienced the largest drop in sales (-37.7%). All other markets, including Europe (-26.9%), Middle East and North Africa (-18.7%), China (-18.4%), UK (-13.3%), and Rest of the World (-14.1%) also saw volume declines.
Despite reduced volume, JLR’s three best-performing models continue to top order books. Range Rover, Range Rover Sport and Land Rover Defender accounted for 74.3% of wholesale volumes, up percentage points year-on-year.
JLR is expected to report its previous quarter results in February 2026, but investors have already expressed displeasure over JLR’s confirmation of a reduction in its sales, with shares of parent company Tata Motors falling around 4% following the announcement (before improving slightly).
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