- Sales of JLR have fallen across the board, but mostly in North America
- Cyber attacks, tariffs and Jaguar’s re-brand are to blame
- The Range Rover, Range Rover Sport and Defender continue to prove popular
Jaguar Land Rover (JLR) has shared numbers to quantify the compounding effects of a turbulent year, and it looks set to be a tough recovery. But disrupted production due to a cyber attack in August 2025 is not the only factor to blame.
Wholesale sales fell 43.3% year-on-year to 59,200 cars, with retail sales down 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 halted production, with factories across the UK, Slovakia, Brazil and India affected, with production not returning to normal until mid-November.
JLR sales are down, but it’s not all because of 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 car and F-Type sports car – are only available from stock, and the company introduced the Type 00 concept car in late 2024 as a marker of Jaguar’s new direction.
The company has also had problems with US import tariffs, making exporting vehicles from factories to the States more expensive than before.
It was actually North America that saw the biggest drop 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 saw reduced volumes.
Despite reduced volumes, JLR’s three most successful models continue to top the order books. Range Rover, Range Rover Sport and Land Rover Defender accounted for 74.3% of wholesale volumes, up a percentage point year-on-year.
JLR is set to release earnings figures for the previous quarter in February 2026, but investors have already expressed displeasure at JLR’s confirmation of reduced sales, with parent Tata Motors shares falling around 4% following the announcement (before improving slightly).
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