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Jaguar Land Rover is not leaving Australia

Jaguar Land Rover’s local boss says the British brands are not about to abandon Australia despite sliding sales of its vehicles.

Speaking to CarsGuide at the launch of the new Jaguar XE and F-Pace SVR, JaguarLand Rover (JLR) Australia managing director Mark Cameron said that while German prestige rivals may be selling more cars locally, JLR are not about to pack up and leave.

“Categorically not. Absolutely not,” he said. 

“In the segments we compete in we get really good market share. If you look at absolute sales versus maybe BMW or Mercedes-Benz we’re a reasonable amount smaller, but there’s loads segments we don’t play in and choose not to play in. 

"We're not just chasing volume. For us and our dealers it's about profitable volume." 

July’s sales for Jaguar in Australia were down by 19.1 per cent compared to the same month last year, with 140 vehicles sold, and Land Rover’s figures dropped by 30 per cent with 510 sold. 

Comparatively, Mercedes-Benz and BMW sold 2792 and 1758 units respectively last month.

“We saw the July figures still being down on last July and if you remember, last July was when we first really started sliding on the previous year. So, we’re watching carefully and hoping that government stimulus and putting money in people pockets from tax returns will start to bring a bit of confidence back,” Mr Cameron said. 

“We’re here for the long term and our brands have huge brand strength we know this from the studies that we do. So no, we’re not about to abandon Australia.”

In year-to-date sales, Jaguar is actually slightly ahead of last year after seven months of trading, up 1.1 per cent to 1440 units, largely thanks to increases in sale of its E-Pacesmall SUV and F-Typesports car.

Meanwhile, Land Rover has dropped 14.1 per cent of volume to 5690 units compared to last year. The Range Rover and Range Rover Evoque are performing well, but the remainder of its line-up continues to slide in sales.