LONDON -- Jaguar has recorded its lowest quarterly sales since 2013 as parent Jaguar Land Rover focused scarce microchips on the more profitable Land Rover brand.
Jaguar's global vehicle sales in the quarter ending Dec. 31 fell 49 percent to 14,407, the lowest three-month total since the last quarter of 2013. Jaguar and Land Rover operations were merged into a single company in 2013 by Tata Motors, which bought the brands from Ford Motors in 2008.
The latest quarterly sales reduce the brand's volume to the low level it had before it expanded from selling sporty cars to adding SUVs and crossovers, as well as the current XE and XF sedans.
The result was also below that of the second quarter in 2020, when most countries were in the grip of the first lockdown to prevent the spread of COVID-19.
"We target them to the right car," chief financial officer Adrian Mardell told investors on a call in November, without mentioning which cars.
Despite getting priority for microchips sales of Land Rover (including Range Rover models) also fell during the Oct.-Dec. quarter. Sales were down 35 percent to 65,719.