![]() ![]() The Land Rover brand has added more refinement, high-tech equipment and paid greater attention to design detail to its latest generation Range Rover and Range Rover Sport to offer what it calls “modern luxury.” JLR has said it wants to focus less on volume and more on pushing up pricing as it stops mirroring the strategies of German premium rivals. JLR's order book increased to 168,000 at the end of March, up from 155,000 at the end of December, the company said in its quarterly earnings report. "But the impact on the ground is higher desirability because the scarcity is creating that desirability," Bollore said. ![]() "We are losing some market share for sure," he said. JLR estimates it will pivot to profitability in the second half of the financial year as the company begins delivery of the new Range Rover and the chip shortage becomes less restrictive.The company has been harder hit by chip shortages than competitors, partly because of the complexity of its models, Bollore told investors during an earnings call on Thursday. While it has an emission-compliant range, the lack of semiconductor chips meant these cars could not be built. The chip shortage also forced JLR to team up with Tesla to avoid emission penalties from the EU. As the world heads towards electro mobility, the company has introduced a number of plug-in hybrid vehicles (PHEV) and has promised to reveal an all-electric Range Rover in 2024. With a wide variety of vehicles, the brand offers a broad range of vehicles that cater to different needs. The chip shortage meant that it lacked the materials to build enough cars to meet supply. JLR, which produces iconic off-roaders such as the Defender and Range Rover, also targeted higher-margin vehicles such as the Sport and Range Rover L405. Automotive News Europe also reports that Land Rover dealer inventories are down to “20,000 and those held by the company are at 27,000”. Speaking to investors, Jaguar Land Rover’s Adrian Mardell remarked that the company had “unfulfilled demand” of 160,000 vehicles which, he said, is probably the highest number in JLR’s history. This, together with a focus on top-end vehicles with higher profit margins, saw the brand profit from the chip supply shortage. Recently the Mercedes-Benz CFO told the Financial Times the carmaker plans on keeping vehicle prices inflated. Unlike other luxury brands – like Lexus, that reached record sales in the US – JLR’s losses stand in stark contrast. A surge in cases in Southeast Asia (where many of the chip factories are) caused many plants to close for extended periods. Speaking to Bloomberg News, a senior executive at Bosch noted the shortage may continue until 2022, although less severely.Īs a reminder, the semiconductor shortage came as a result of the Covid-19 pandemic. Many automakers have had to slow or shut their production lines down as a result, with some doing so right up until the end of the year. This loss contrasts with the group ’s $88m profit in the same period last year. Like other carmakers, JLR has fallen victim to the semiconductor chip crisis. According to the motoring outfit, the British multinational suffered this despite its order book positively bursting at the seams. British automaker Jaguar Land Rover (JLR) has reported a staggering loss of $413m in the quarter ending 30 September, reports Automotive News Europe. ![]()
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