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Global sales of Jaguar Land Rover fell 3.4 per cent year-on-year to 46542 in November, and cumulative global sales fell 5.9 per cent to 345976 in fiscal year 2019 (April-November), according to Jaguar Land Rover website.

In terms of specific brands, Jaguar sold 11464 new cars in November, down 23.1% from a year earlier. Cumulative sales in 2019 were 98933, down 13.8 per cent from a year earlier, while Land Rover sold 35078 new cars in November, up 5.5 per cent from a year earlier. Cumulative sales in 2019 were 247043 vehicles, down 2.4 per cent from a year earlier.

From a specific market point of view, affected by Brexit and the severe sales environment of the car market, Jaguar Land Rover's overseas market sales in the European market fell 16.8% and 16.7% respectively. It is worth mentioning that sales in North America increased by 4.9%, while sales in China also increased by 29% compared with the same period last year, which has achieved double-digit year-on-year growth for five consecutive months.

Felix Brotigam, chief business officer of Jaguar Land Rover, said it was nice to see Jaguar Land Rover's sales growth in China and the United States against the backdrop of the global car market downturn. At the same time, he said, sales in China continue to see green shoots, which has something to do with Jaguar Land Rover's intensive work at retailers in the region, as well as improvements to products that make them more attractive.

It is understood that Jaguar Land Rover lost 3.6 billion yuan in 2018, resulting in a funding problem for Jaguar Land Rover. In order to solve the problem, Jaguar Land Rover announced a cost reduction plan in the third quarter of last year. It plans to cut costs by 100m pounds and 162 million pounds respectively in the first and second quarters of this year, so as to increase investment in research and development of new energy and new technologies.

In terms of products, the new range Rover Aurora went on sale in July and the new Jaguar XEL went on sale at the end of November. Global market sales of the new range Rover Aurora rose 25.2% year-on-year in November, according to data.

In addition, at this year's Guangzhou Motor Show, Jaguar Land Rover also brought a new Land Rover Discovery Sports version, which will be officially launched next year, and a new generation of Land Rover Guardian models will also enter the Chinese market.

Jaguar Land Rover plans to introduce 30 new products, including innovative technology, medium-term modifications and brand-new models, to the Chinese market by the end of 2021, a move that could boost Jaguar Land Rover sales in China.

With regard to the domestic development of Jaguar Land Rover, group chairman Chandra Sekaran has said that although Jaguar Land Rover's sales in the Chinese market have improved in 2019, there are still many difficulties in the Chinese market.

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