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Jaguar Land Rover sold 41866 vehicles worldwide in October, down 5.5% year-on-year. Among them, Jaguar brand sales in October was 10606 vehicles, down 22.9% year-on-year; Land Rover brand sales were 31260 vehicles, up 2.4% year-on-year.

In fiscal year 2019 (April-October), Jaguar Land Rover sold 299434 vehicles globally, down 6.3% year-on-year. Among them, the cumulative global sales volume of Jaguar brand was 87469 vehicles, down 12.4% year-on-year; the cumulative global sales volume of Land Rover brand was 211965 vehicles, down 3.6% year-on-year.

Due to Brexit and the market environment, Jaguar Land Rover's performance and sales have declined since 2018 and are still declining until October this year. In terms of sales volume, Jaguar Land Rover sales in the UK, North America and Europe fell 18.7%, 0.3% and 7.9% respectively.

Looking back at the Chinese market, Jaguar Land Rover, as the world's largest single market, has achieved double-digit growth for four consecutive months, with sales up 40% year-on-year in July, 17% year-on-year in August, 18% year-on-year in September and 16.2% year-on-year in October.

Chandrasekharan, chairman of Tata Group, said sales of Jaguar Land Rover brand in China fell 50 per cent year-on-year in 2018, and although sales in China improved in 2019, there were still many difficulties in selling in China.

Jaguar Land Rover's sales woes are weighing on Tata Group, which is currently in contact with automakers such as Geely Motors and BMW Group with the aim of finding partners based on current sales and performance. As for the reasons for seeking partners, Tata Group said the aim was to save costs and share the burden of investing in electric vehicles.

It is unclear to what extent Tata Motors has communicated with Geely and BMW, but Geely said in a statement: "There are no negotiations with Tata or Jaguar Land Rover." BMW and tata declined to comment on the information.

It is understood that Tata Group acquired Jaguar Land Rover brand from Ford Motor Company in 2008. After the acquisition, it mainly sold in Russia and China. However, with the downturn of global automobile market, Jaguar Land Rover fell into financial crisis again.

According to the data, the accumulated loss in 2018 reached 3.6 billion yuan, the global sales volume in the second quarter of 2019 was 128.615 million vehicles, down 11.6% year-on-year, the pre-tax loss reached 395 million pounds, and the revenue in the fiscal quarter fell 2.8% year-on-year to 5.07 billion pounds.

In order to ease the pressure on funds, Jaguar Land Rover brand announced a cost reduction and efficiency plan in the third quarter of last year, which saved Jaguar Land Rover brand £ 100 million in expenditure in the first quarter of this year, and the actual optimization effect has reached £ 1.7 billion. The plan aims to achieve a total cost, profit and cash flow optimization of £ 2.5 billion by March 2020.

According to the plan, all Jaguar Land Rover models will be available in new energy vehicle versions by 2020, which means Jaguar Land Rover will also enter the new energy vehicle market. Jaguar Land Rover brand revenue was $8.06 billion and net profit lost $4.06 billion in the third quarter of 2019, according to Tata's official earnings report. To improve JLR's balance sheet, Tata Group has provided JLR with US $910 million through equity injection.

Although JLR is dragging Tata down, Tata has no intention of selling it. Chandrasekharan, chairman of Tata Group, once said: "We will not sell Jaguar Land Rover because the automotive business is our core business and accounts for the majority of the group's total revenue from a negative perspective."

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