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Why the carmaker has decided change is needed
BBC • • general
Key Points:
- Jaguar Land Rover (JLR) has experienced declining sales across major markets, compounded by a costly cyber-attack in 2025 that disrupted production and cost the company £1.9bn.
- The Chinese market, once a key growth area for JLR, has become challenging due to rising domestic competition, economic slowdown, and a luxury car tax, leading to a drop in sales from 146,000 in 2017 to 62,400 recently.
- Increased competition from Chinese brands like BYD and Chery is impacting JLR's market share in the UK and Europe, while US sales have also declined due to tariffs and production disruptions.
- JLR is investing heavily in electric vehicle development with a £15bn program, unveiling the first electric Range Rover recently, but faces challenges with the relaunch of Jaguar as an all-electric brand amid cultural controversies.
- To address financial pressures, JLR plans cost-cutting measures including potential job losses, and is pursuing a US partnership with Stellantis to build tariff-free Defender vehicles tailored to the American market.
