Shulou(Shulou.com)11/24 Report--

CTOnews.com, February 11, Jaguar Land Rover UK sales director Paddy McGillycuddy said Jaguar Land Rover is gradually reopening orders for cheaper models most affected by the chip crisis, including Jaguar XE and Jaguar XF sedans.

In recent months, Jaguar Land Rover has prioritized its limited chip supply to its three largest and most profitable models: range Rover, range Rover Sports and Land Rover Guards. The company said that 75 per cent of Jaguar Land Rover's more than 200000 forward orders worldwide were for these three models. The same is true of the backlog of 50000 orders in the UK, McGillycuddy said.

CTOnews.com learned that the strategy meant that customers could not order some core Jaguar Land Rover models or faced delivery time of more than 12 months. "when managing the supply of chips, we have to give priority to where the chips are going," McGillycuddy said. "so for Discovery Sport, we limit orders to a limited number of derivatives."

Currently, only three of the 12 Discovery Sport models available on Land Rover's UK website are plug-in hybrids. It takes 9 to 12 months to deliver these products, according to the website.

However, Jaguar Land Rover reopened orders for Jaguar XE and XF cars after a long period of on-and-off supply. "XE and XF have previously closed orders, but we have only recently reopened them for the new model year," McGillycuddy said. In the last three months of 2022, Jaguar Land Rover sold only 312 British-made XE and 399 XF to dealers worldwide, according to company data.

Among other Jaguar models, orders for F-Pace SUV, I-Pace SUV and F-Type sports cars are now "fully open", while E-Pace is "slightly limited," McGillycuddy said. Currently, six of the 12 E-Pace models are shown to be unavailable.

Among Land Rover models, the Discovery has been hit hardest in terms of sales, as Jaguar Land Rover focuses on producing the world's best-selling Defender model in the same factory. Currently, it is impossible for the Discovery to be delivered within six months, with four models longer than 12 months. The D250 diesel model is shown as unavailable. By the last quarter of 2022, only 1984 Discovery had been sold to dealers, according to Jaguar Land Rover.

McGillycuddy said the restrictions and shortages caused by the chip crisis will be further alleviated in the second half of this year and 2024.

The company said that in the last three months of 2022, focusing on the impact of high-margin models had pushed the global average selling price of Jaguar Land Rover to more than 70000 pounds (currently about 576000 yuan). The range Rover is the company's best-selling model in the UK in January, surpassing its typical best-selling model, the range Rover Aurora.

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