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Discussion Starter #1 (Edited)
I have to say this is quite a shocker.

The US market sales in Feb/2011 are way up, particularly for premium brands. In Feb/2010 there were no XJ sales (only XK and XF). This year there were XK, XF and the new XJ (which is the volume leader in the US).

Yet Jaguar Feb 2011 US sales were down 9% from 761 (XK, XF) to 692 (XK, XF, XJ).

That means the average US Jaguar dealer sold one car every 10 days or so.

As they have been doing lately, Jaguar reported it Soviet style with no model breakdown. So it will be a while before I can post individual model numbers. Safe to say, that the decline above can only happen due to a severe drop in XF sales - likely down 50% or so.

More info (including competitive set) later.
 

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Discussion Starter #2 (Edited)
Competitive Set Data (developing table as I have time to update):

Porsche (probably the most important comparative set - a niche, premium brand) just had another blockbuster month. Sales up 32% to 2,019 vs 1,531 in Feb/2010. That is a significant milestone for Porsche, bursting through the 2,000 vehicles/month!!!

Feb/2011 vs Feb/2010 Premium Brand Sales:
Cadillac - up 70% to 15,768
Maserati - up 53% to 159
Porsche - up 32% to 2,019
Infiniti - up 30% to 9,144
Audi - up 25% to 7,753
Acura - up 21% to 10,796
BMW - up 9% to 16,416
Bentley - up 6% to 101
Rolls Royce - up 5% to 44
Mercedes - up 5% to 16,176
Lexus - up fractionally to 13,814

Jaguar - down 9% to 692
Lincoln - down 11% to 5,948

Jaguar is the only imported premium brand and the only one other than troubled Lincoln (not really premium any more) to see a decline in sales. Can't be a lack of AWD either, since brands like Maserati (RWD only) have made huge gains. Is Jaguar being neglected by Tata/JLR? Is this a blip due to too much dealer inventory? Is it due to the XF being no longer competitive? Bears watching the next few months. But from May/June on, the sales will be compared to the full line up (post new XJ) and it will likely show even more troublesome declines.
 

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Discussion Starter #3
Jaguar Soviet Code Cracked: Feb/2011 XF Sales Plunge 55%

Well, the Jaguar Soviet style of trying to hide the precipitous Jaguar XF sales decline has been cracked.

This time courtesy of GoodCarBadCar.net (thanks guys).

The news is really grim. In the midst of a boom in luxury car sales, the Jaguar XF sales dropped 55% from 586 in Feb/2010 to 262 in Feb/2011. This is not good.

Here is the breakdown in pictures(courtesy of GoodCarBadCar):
http://www.goodcarbadcar.net/2011/03/smallentry-luxury-car-sales-and-midsize.html

Feb2011USLux.jpg
 
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