Sunday, June 20, 2021
News Jaguar Land Rover Figures That Quality Issues Cost Them 100,000 Sales Annually

Jaguar Land Rover Figures That Quality Issues Cost Them 100,000 Sales Annually

JLR officials say that they’ve made huge improvements but there’s still work to be done


  • JLR has long suffered a reputation for poor reliability and quality.

  • Customers are well aware of this and shying away in droves, costing JLR huge sales.


Jaguar, and Land Rover, going back quite a while, have never been considered as reliable vehicles. We recall stories, nightmares in fact, of Jags from the 80s and 90s failing at every opportunity. The Ford years helped nothing as proven by the unloved X-Type. Land Rover and Range Rover SUVs have suffered more than their fair share of issues as well. All of this has burdened JLR with a reputation for building “bad” vehicles.

2021 Jaguar XF | Photo: Jaguar

What hasn’t helped is Jaguar and Land Rover’s JD Power dependability ratings which typically slot them at or very near the bottom among all automakers. The most recent report positions Jaguar in the third from worst and Land Rover in the second to worst position overall.

This reputation has cost and is costing the British brands more than 100,000 sales every year according to a report by Automotive News (subscription required). Jaguar Land Rover CEO Thierry Bollore is quoted as saying: “The dissatisfaction of our customers was really detrimental to our natural volume. The missed opportunities today are massive. It’s more than 100,000 healthy sales that we could perform.”

Bollore says, as the brands push for full electrification, that the situation will improve however few are convinced that this will be the case.

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Matt St-Pierre
Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai

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