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What puddle?

Member Since: 25 Oct 2013
Location: Reading
Posts: 952

Defender sales figures

Does anyone have the TRUE new Defender sales figures? I say 'true' because there seems to be some waffling going on online. I've seen very different sales figures, and a high confusion rate as well. Carsalesbase.com reports European sales of the Defender are incredibly down:
Dec '20 - 1288
Jan '21 - 871
Feb '21 - 624
!
This would mean that sales have halved in two months! But seemingly pro-JLR press outlets in the Midlands paint a rosey picture (but a confusing one). US sales figures suggest that it's doing well by saying it has already out-stripped sales of the old Defender. I'm confused on that, as the old Defender wasn't sold in the US - well not since the 1990s!

IF carsalesbase.com figures are true (IF) then JLR has a serious problem, doesn't it? Now left.

6th Apr 2021 7:12am

AMBxx

Member Since: 24 Jul 2016
Location: York
Posts: 1037

2015 Defender 110 Puma 2.2 XS CSW Orkney Grey

Surely the first month's sales is really a tally of all the pending orders taken before release.

I'd be more interested in seeing the new order figures. That is, orders taken each each month for future delivery.

6th Apr 2021 7:32am

discomog

Member Since: 09 May 2015
Location: Notts/Lincs Border
Posts: 2532

2015 Defender 90 Puma 2.2 XS CSW Santorini Black

I agree with AMBxx that "orders received" on a monthly basis would be more pertinent Defender 90XS SW
Mini Countryman Cooper S
Morgan Plus 8

6th Apr 2021 7:38am

Cheshire110

Member Since: 26 Jul 2013
Location: Cheshire/London
Posts: 2767

Re: Defender sales figures

What puddle? wrote:
IF carsalesbase.com figures are true (IF) then JLR has a serious problem, doesn't it?

Not at all, Europe has been in lockdown, Feb is a short month and sales always slow before the new March registration. Think you’ll find most cars show a similar shape.

Given the length of wait times to order a Defender, I’d say Land Rover would be more worried about supply than demand. Cheers, David
Land Rovers of all shapes S3 onwards… Daily is a 110 V8.

6th Apr 2021 7:56am

Supacat

Member Since: 16 Oct 2012
Location: West Yorkshire
Posts: 11018

2013 Defender 110 Puma 2.2 XS DCPU Keswick Green

Re: Defender sales figures

What puddle? wrote:
Does anyone have the TRUE new Defender sales figures?

Yes - JLR and these are replicated in this thread here when published:

https://www.defender2.net/forum/topic73382...esbase+com

We only have figures from them up to Q3 FY21; so Q4 covering Jan, Feb & Mar for 2021 are due any time now.

What puddle? wrote:
I say 'true' because there seems to be some waffling going on online. I've seen very different sales figures, and a high confusion rate as well. Carsalesbase.com reports European sales of the Defender are incredibly down:
Dec '20 - 1288
Jan '21 - 871
Feb '21 - 624
!

Click image to enlarge
www.carsalesbase.com/europe-land-rover-defender/

Curious to know where the waffling is? Is it the Facebook bod who works for JLR stating that there's been over 100,000 sales?

Carsalesbase.com figures for Europe are aligned (but interestingly not identical) with Car Industry Analysis

Click image to enlarge
Car Industry Analysis (@lovecarindustry) Tweeted:

2020 results: off-roads were the only ones to grow (+50%), thanks to the new #LandRoverDefender https://t.co/38YtMj1K4F https://twitter.com/lovecarindustry/status...76993?s=20

What puddle? wrote:
But seemingly pro-JLR press outlets in the Midlands paint a rosey picture (but a confusing one).

Helps if you post a link.

What puddle? wrote:
US sales figures suggest that it's doing well by saying it has already out-stripped sales of the old Defender.

The figures are roughly similar with Europe with approx 9k vehicles in each market to end Q3 FY21; but this is 3rd party data as opposed to info direct from JLR. It is not inconsistent with JLR global data however.

6th Apr 2021 8:23am

Supacat

Member Since: 16 Oct 2012
Location: West Yorkshire
Posts: 11018

AMBxx wrote:
Surely the first month's sales is really a tally of all the pending orders taken before release.

I'd be more interested in seeing the new order figures. That is, orders taken each each month for future delivery.

https://www.defender2.net/forum/topic73382...;start=120

Click image to enlarge

6th Apr 2021 8:26am

Cheshire110

Member Since: 26 Jul 2013
Location: Cheshire/London
Posts: 2767

US sales are interesting too..

Ramped up to 2,389 in December, then fell to c.1500 per month in Jan/Feb, but then jumped up to 2,000 again in March, presumably as restrictions / Covid impacts more generally started to ease. Cheers, David
Land Rovers of all shapes S3 onwards… Daily is a 110 V8.

6th Apr 2021 8:37am

What puddle?

Member Since: 25 Oct 2013
Location: Reading
Posts: 952

Supacat, sorry for the lack of links, but I really did read SO many websites that it would be an arduous task to go back and find them. I didn't see the Facebook 100,000 sales bit, but I did see some very rosey pictures painted. The only reason I asked the original question is because I am on the road every day in my job...and I've seen two Defenders. Seriously, just two. I've seen more Jeep Wranglers, and it made me wonder what the sales figures are. The data for the anniversary of the release date will be interesting given that JLR expected to shift 45,000 annually https://www.telegraph.co.uk/business/2019/...g-gimmick/
...which I thought was rather a conservative figure at the time. Now left.

6th Apr 2021 9:04am

deaston

Member Since: 18 Dec 2020
Location: UK
Posts: 150

I'm seeing a new Defender almost daily, so I'd be surprised if the figures are that low.

6th Apr 2021 9:17am

What puddle?

Member Since: 25 Oct 2013
Location: Reading
Posts: 952

Weird, ain't it? Mate of mine has seen quite a few. I've seen one in Thatcham, and one in Reading! Maybe Berkshire isn't a good area for them, though I would have thought it was, given JLR's target market.

In my ignorance, I was unaware that covid had affected car sales much (but then I don't pay too much attention to the news anymore

). I'm just about to order a new car - covid has no bearing on it. If you need a new car, you need a new car! Now left.

Last edited by What puddle? on 6th Apr 2021 10:06am. Edited 1 time in total

6th Apr 2021 10:03am

Cheshire110

Member Since: 26 Jul 2013
Location: Cheshire/London
Posts: 2767

What puddle? wrote:
Supacat, sorry for the lack of links, but I really did read SO many websites that it would be an arduous task to go back and find them. I didn't see the Facebook 100,000 sales bit, but I did see some very rosey pictures painted. The only reason I asked the original question is because I am on the road every day in my job...and I've seen two Defenders. Seriously, just two. I've seen more Jeep Wranglers, and it made me wonder what the sales figures are. The data for the anniversary of the release date will be interesting given that JLR expected to shift 45,000 annually https://www.telegraph.co.uk/business/2019/...g-gimmick/
...which I thought was rather a conservative figure at the time.

Just on that 45,000/year figure, they’re already there if that was the target. Looks like March was around 4,000 sales which is already over that. December was getting on for 5,000.

With the 90 and new models still slowly rolling out I’d say they’re on course to smash that. I thought they were aiming for more like 100,000 but may be wrong… Cheers, David
Land Rovers of all shapes S3 onwards… Daily is a 110 V8.

6th Apr 2021 10:05am

What puddle?

Member Since: 25 Oct 2013
Location: Reading
Posts: 952

I agree, I would have thought they would be desperately upset with 45,000. Now left.

6th Apr 2021 10:07am

Gareth

Member Since: 12 Dec 2011
Location: Woodford
Posts: 1115

There are plenty of new Defenders around here in south Manchester. We’ve even started waving at each other! 2021 Defender 110 X-Dynamic HSE D300 MHEV
1966 S2a 109 aka Betsy

6th Apr 2021 10:55am

Cheshire110

Member Since: 26 Jul 2013
Location: Cheshire/London
Posts: 2767

Lots and lots in West London (ducks for cover)

Cheers, David
Land Rovers of all shapes S3 onwards… Daily is a 110 V8.

6th Apr 2021 11:02am

DSL

Member Since: 20 Aug 2007
Location: Wandering the wasteland.
Posts: 837

Seen one up in the Highlands, and haven’t seen that one for months.

According to the font of all knowledge, the Daily Snail, sales figs up in January. https://www.dailymail.co.uk/money/cars/art...-11-5.html Well registration figures anyway. May or may not mean real customers are buying them.

6th Apr 2021 11:05am

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