JLR UK Sales Rise 15% In 2024 Amid Jaguar Wind-Down

Sales of Jaguar Land Rover cars rose in the United Kingdom last year despite a wind-down of Jaguar operations for an electrified future.

In 2024, 77,907 JLR cars were sold in the UK as against 67,623 in 2023, according to data released by the Society of Motor Manufacturers and Traders Ltd. Of these, Jaguar sales were up 16.7% year-on-year at 16,617 units, while those of Land Rover rose 14.8% at 53,388 units.

The annual figures masked the slump in sales seen in the past few months.

In December 2024, JLR’s UK sales fell 28.2% year-on-year to 4,011 units as against 5,587 units in the year-ago period, according to SMMT data. Of these, Jaguar sales fell 64% year-on-year to 382 units, while those of Land Rover declined 20% to 3,629 units.

What’s noteworthy here is the decline in Land Rover sales, for it is SUVs that have been keeping the lights on at the Coventry, UK-based carmaker, even as Jaguar wound down operations to emerge as an EV-only company in 2026.