Plug-ins stand for 9% of the total Jaguar Land Rover sales.

The record fourth quarter of 2020 was a rare positive exception of Jaguar I-PACE sales, which in Q1 2021 once again returned to a declining trend.

The global sales volume of the I-PACE amounted to 2,232 (down 24% year-over-year), which is the fifth negative result out of six quarters.

Part of the reason might be that the Jaguar brand has been in decline for quite some time (down 17% in Q1). The I-PACE share stands at 9.5% of all Jaguars.

Jaguar I-PACE sales – Q1 2021

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Cumulatively, Jaguar sold almost 43,000 I-PACE since Q2 2018.

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Jaguar Land Rover results

The broader picture of the Jaguar Land Rover (part of Tata) is more positive, as the company increased sales in Q1 by 12.4% year-over-year to 123,483 (thanks to Land Rover).

Plug-ins represent some 9% of the total Jaguar Land Rover global volume (11,100 units we guess), which is slightly below Q4 2020.

  • BEVs: 2% share
  • PHEVs: 7% share
  • MHEVs: 53% share

The number of plug-in models has increased to 8 (plus the all-electric I-PACE), while the number of mild-hybrid (MHEV) versions stand at 11. At this point, almost the entire lineup (12 out of 13 models) has at least a minor electrified version.

"In addition to the all-electric Jaguar I-PACE, the company’s electrified line-up currently includes plug-in hybrid variants of the Range Rover, Range Rover Sport, Range Rover Evoque, Land Rover Discovery Sport, Land Rover Defender, Jaguar F-PACE, Jaguar E-PACE and Range Rover Velar. All models with plug-in hybrids also have mild-hybrid derivatives, as well as the recently revealed new model year Jaguar XE, Jaguar XF and Land Rover Discovery."

Other European premium brands are advancing in the double-digit share of plug-in sales, which indicates that Jaguar Land Rover probably will also intensify its electrification.