Evoque sales reached a record high last month so momentum is bldg.
- from a company that's integrity is lower than a snake's belly, I'll give talk of self-proclaimed 'record sales' a pass.
JLR sales pronouncements are as credible as 1950s Soviet tractor production figures.
Funny how JLR now stand alone in being apparently unencumbered by the obvious headwinds in the global car industry.
Only today, Continental AG, one of the industry's largest Tier 1 suppliers, said demand was weaker than anticipated, year to date; in other, less spun words, demand in the global car industry - from its vehicle maker customers - has gone off a cliff.
VW is barely moving sales ahead of its 2012 level, even with the advantage of its huge presence in China, which supposedly is growing at 8% per annum - another total lie by the way.
And yet, with all this, and the huge collapse in Europe, we're expected to swallow the line that JLR sails on serenely, recording Soviet-like new production and sales records, for what, 20 straight months now?
Give me a break. JLR is a potemkin, a facade, a Ponzi. The senior managers must continue with the line of constantly rising, almost parabolicly upward sales performance, lest the whole false construct implodes.
It's relatively easy to report falsified record sales, when you are mainly reporting wholesale sales, rather than registrations. Loading inventory onto dealerships and national sales companies is easy. Registrations can be falsified by self-registrations, 'demos', increasing the frequency of renewal of management plan cars - an old technique of the British motor industry - , and so on.
As I said long before, Tata's first intention with JLR was to IPO float it in 2012, recouping its initial 2008 purchase cost and a substantial many fold profit on top, with Tata group linked analysts saying JLR was worth up to $20bn in 2012.
Tata missed that boat, and now JLR would not fetch a fraction of that inflated value.
Tata's strategy, as I explained before, is now to sell the line of 'runaway success at JLR', through its compliant media sycophants, in the UK and US mainly, with the now monotonous Soviet tractor production figure record sales figures announcements, whilst keeping real spend on JLR on a dripfeed, and hoping that its massive media PR operation will cover over the cracks, until the time comes when they can either IPO on the stock market it or flog it off to the next sucker in a trade sale.
Problem is, with the auto industry and global economy showing no signs of real recovery that time will almost certainly never come, and Tata are therefore stuck with JLR. Hence the increasingly more desperate and transparent attempts to convince the dupes that JLR is on a roll and everything is rosy.
The reason Ford got rid of JLR in 2008 was primarily the cost of developing a 3-series competitor for Jaguar. Ford knew that without a credible 3-series competitor Jaguar was finished as a brand, being unable to achieve viable economies of scale.
Ford knew that to make a decent Jaguar 3-series competitor would require several billion dollars minimum, and still sales success would not be guaranteed, as has been shown amply by Toyota and its IS.
Now that Tata is stuck with JLR, it too will know that Jaguar needs a 3-series offering and a Q5/X3 competitor, minimum. Contrary to the line being spun by its pet media outlet, Autocar, that this will be simply taken care of by use of the 'PLA' platform, the premium light architecture, that is nonsense, as that platform directly dates from the Ford-funded, 2002 Jaguar XJ.
Not only is that platform hugely outdated, and originally intended for a car size two classes bigger, above a 3-series size offering, but, as shown by the 2013 Range Rover and F-type, which share this platform, it makes for massively overweight cars.
Tata/JLR will therefore know that to do a serious Jaguar 3-series offering they will need to do a new platform from scratch, a la Cadillac/GM with their brand new, clean-sheet Sigma platform, for the ATS and CTS.
A serious Jaguar 3-series competitor would also require new engines. We're told JLR are doing this with their new 'Hotfire' 4 cylinders, but after almost two years of hype and many re-announcements, nothing of substance has materialised.
The mooted Jaguar 3-series offering, pencilled in for 2015 launch, therefore is the real acid test of Tata's medium to long term intentions for JLR.
If, as I strongly suspect, they have no real intention of doing a serious 3-series competitor offering, due to the huge cost, and far from certain sales success, then we can know that Tata's strategy is simply to hold on, keep using the huge advantage of a sycophantic anglophile media, and hope that something turns up, between now and 2015, which either allows them to float JLR on the stock market, or sell it off, for more than the 2008 $2.5 bn purchase cost.