The U.S. auto industry collectively generated 1.44 million new vehicle sales in September 2015.
Only 995 of those sales were produced by Jaguar, equal to just 0.07% of all the new vehicles sold in America in September 2015. Seven out of every 10,000 vehicles sold in America last month were Jaguars.
The Indian-owned British carmaker will soon also be an SUV builder. Jaguar will also begin offering a new version of their XF, essentially a third-generation S-Type, and a very affordable BMW 3-Series fighter, the XE.
In the meantime, Jaguar's lineup is small. Jaguar attracts much of its attention with the F-Type sports car. (For that to be the case at BMW, America's top-selling premium brand, BMW would need to sell around than 9,000 Z4s per month.)
Not since November 2012, when Jaguar sold only 713 vehicles – but owned the same share of the market as the company did last month – have Jaguar sales fallen below 1,000 units. During that time, Jaguar USA volume peaked at 1,816 sales in March 2014, when the company's market share climbed to 0.12%.
This isn't an oh-how-the-mighty-have-fallen story. Jaguar was never mighty. And it's yet to become a story of the comeback kid – although Jaguar appears ready to break out with the new XF and especially the F-Pace and XE, industry observers have believed that to be the case in the past.
That said, Jaguar was a far more powerful premium automaker in America little more than a decade ago. 61,204 Jaguar cars were sold in America in 2002. The current pace in 2015 suggests only 15,000 calendar year sales, a 75% drop since 2002.
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September 2015 Jaguar USA Sales Fall Below 1,000 Units - First Time In 33 Months - GOOD CAR BAD CAR