For Land Rover, it is the smaller and cheaper Range Rover Evoque which has become the sole volume driver. Evoque clocked 27,000 units in the first quarter (April-June), accounting for a third of Land Rover sales.
The sales volume of other Land Rover model’s such as Freelander, Ranger Rover Sport and Discovery dropped 28%, 14% and 12% respectively.
Similarly, among Jaguar models, XF sales grew 15% while XK and XJ sales dropped 31% and 4% respectively.
The parent, Tata Motors, is aware of older JLR models losing steam and pumps in R3,000-4,000 crore each year in developing new products. Inspired by the success of Evoque, the company is working on lighter, more fuel-efficient, lower emission vehicles. Cheaper model like Range Rover Evoque may fetch lower margin but large volumes more than compensate.