Just goes to show, the American market is NOT the do all to end all :-)
The fall in value of the 'yankie' dollar did not help, as Australia has
had the same problem with export cars, no longer 50% of the USD.
Jaguar sales for 2004 globally reached 118,918 - the second biggest
volume year in the company's history. Sales in Europe and the UK reached
record levels with Jaguar's introduction of diesel and Estate models to
In Australia, with less new model activity—the Estate and Diesel models
are not sold here—Jaguar sales were not as buoyant as in Europe. Jaguar
Australia General Manager David Blackhall said the volume reflected a
year of change for Jaguar in Australia.
"In 2004 we took a really close look at some specific aspects of industry
practice here that were distorting our registration mix. This review
resulted in changes to the way we handle dealer demonstrator
registrations, Jaguar Australia company fleet registrations and so on.
Taking that into consideration our year on year results were a lot closer
than the raw numbers may indicate. Considering the luxury passenger
market fell by 6.6% year-over-year, it was not an entirely untoward
result. At the same time we reorganised our inventory and took many other
actions that created a stronger business platform for the future," Mr
Overall, sales in the UK for 2004 reached record levels totalling 32,598
cars—an 11.2 per cent improvement over 2003, and 9.4 per cent up on the
previous record in 2002. European sales of 24,337 cars helped achieve
best ever results with a 24.6 per cent improvement over 2003. Global
sales in 2004 totalled 118,918 (compared with 120,570 in 2003).
The company's overall performance was, however, slowed by tough trading
conditions in the key US market, where a 16.4% downturn was seen, year-
on-year. A significant shift by US customers away from premium saloon
cars to premium SUVs (as in Australia), high incentive activity in the US
premium car sector and the strength of sterling versus the dollar all
contributed to this trend.
Jaguar nonetheless enjoyed success in the US, with the launch of its
eagerly anticipated XJ LWB and recently the X-TYPE Estate. The
introduction of the long-wheelbase version of the XJ contributed to a
4.5% rise in its share of this key market.
Jaguar's North American operation is also riding high on recent successes
in vehicle quality and customer service, ranking first in J.D. Power and
Associates’ 2004 SSI (Sales Satisfaction Index), whilst Jaguar finished
third overall – the highest-placed European nameplate - in J. D. Power's
2004 initial quality study. Jaguar was also awarded 'Best Luxury' car
programme for its certified pre-owned scheme. Success on the racetrack
also continues with Jaguar winning its second consecutive Trans-am series
manufacturers’ championship and the company’s fourth win in the series
Bibiana Boerio, Managing Director of Jaguar, said: "2004 was a very tough
year for Jaguar; we didn't achieve the sales we wanted, but we made
progress in all our markets. We strengthened our position in the UK and
Europe with the expansion of our Diesel line-up and we have refocused our
efforts in the US and Japan."