Around the world in 2016, Tata-owned Jaguar Land Rover reported 583,313 total new vehicle sales, one-quarter of which came from the Jaguar division.

Of the 148,730 Jaguars sold – a record for the Jaguar brand – two percent were delivered to drivers in Canada.

The 3,034 Jaguars sold in Canada in 2016 represented a 134-percent increase compared with 2015, the greatest increase of any multi-vehicle brand in Canada last year.

While Jaguar remains a niche player in the niche luxury sector, earning slightly less than 0.2 percent of the Canadian new vehicle market’s 2016 volume, the rapid rate of increase both in Canada and around the world assures the brand’s viability.

The long-term viability of Jaguar, you’ll remember, was forever in question. Bungled by British Leyland, inconsistently managed when independent, and fumbled by Ford, Jaguar’s future was perpetually in doubt.

Linked closely with Land Rover since they were joined by Ford’s Premier Automotive Group, the duo was sold for $2.3 billion in 2008 to India’s Tata Group, a company that also makes numerous other vehicles and, perhaps oddly, Tetley Tea, among countless other products and businesses.

It’s been during this Tata tenure, not under the banner of a traditional automotive powerhouse, that Jaguar has finally flourished.

But how?

Jaguar finally brought an SUV to market.

Although Jaguar Land Rover Canada’s dealers didn’t receive their first F-Paces until the end of May, the F-Pace alone generated 1,289 sales in Canada in 2016, slightly more than half of all Jaguar sales during that time period.

In little more than seven months, the Jaguar F-Pace produced as many sales as the whole Jaguar brand did in all of 2015. In fact, the F-Pace – between May and December – earned more Canadian sales than the whole Jaguar brand managed every year between 2005 and 2013.


Fortunately for Land Rover, the productive F-Pace hasn’t slowed down sales at Jaguar’s partner brand. Land Rover set a Canadian sales record with 9,140 sales in 2016, an 18-percent leap compared with 2015.

Combined sales of the Discovery Sport, LR4, Range Rover Evoque, and Range Rover Sport – the four models that would most be considered potential F-Pace alternatives at Land Rover – grew 20 percent, not by any means slowed by the availability of an in-showroom Jaguar rival.

Granted, Jaguar didn’t overperform this year merely because of the addition of an SUV to the brand’s lineup. Jaguar also introduced a new XF midsize sedan, sales of which grew 16 percent as a result. Sales of the F-Type sports car continued to grow, improving 13 percent to 522 units, equal to three out of every ten Jaguar passenger car sales. And Jaguar also added a new entry-level model.

Overshadowed by the similarly-timed arrival of the far more popular F-Pace, the new Jaguar XE added 358 sales to Jaguar’s ledger in 2016, as well.


As a result, in a car market that tumbled seven percent in 2016 and consequently formed just one-third of the Canadian auto industry’s volume, Jaguar’s car sales jumped 35 percent to 1,745 units.

On its own, the success of Jaguar’s cars would have made 2016 the best year for Jaguar’s Canadian sales since 2004.

But with the F-Pace turning the Jaguar showroom into a must-visit for any potential Audi Q5, Lexus RX, or Mercedes-Benz GLE customer, Jaguar tells a totally different story now than it did just one year ago. Indeed, between 2006 and 2012, Canadians acquired an average of only 800 Jaguars per year.

At the pace the brand has achieved since the F-Pace and XE arrived, expect Jaguar to sell more than 4,000 new vehicles in Canada in 2017, consequently challenging once again for status as Canada’s fastest-growing auto brand.