Land Rover March 2012 U.S. Sales

Land Rover continues its upward trend in the month of March by selling 4,199 vehicles, up 22 percent from March of 2011. Not only did Land Rover see a good month, but Jaguar saw its sales increase by an impressive 51 percent over March of 2011. Last year, Jaguar sold 874 units in March, where this year it managed to find 1,321 buyers. Together, Jaguar Land Rover North America sales for the month of March were up 30 percent over March of 2011. For the first three months of 2012, JLR is up 29 percent.

Once again, the star of the showroom in March was the 2012 Range Rover Sport with 1,356 units sold. This is down 18 units from March of 2011. Our pre-launch prediction that the 2012 Range Rover Evoque would surpass the Range Rover Sport has not yet come to pass, but the Evoque did manage to find 785 new buyers in March. More growth was seen with the 2012 Land Rover LR4, which was up 18 percent from March of last year. In March of 2011, the LR4 found 725 buyers, while this year it counted 852. The LR2 and Range Rover were not specifically mentioned in the latest press release.

“At the end of the first Quarter this year, Jaguar and Land Rover are two of the hottest brands in the U.S. market,” said Andy Goss, President, Jaguar Land Rover North America. “We are coming into the New York International Automobile Show with both brands really on a roll.”

The DC100 Could Be Best Seller

Expedition-Ready DC100 ConceptAs we talked about last week, Land Rover is considering making the Defender Concept 100 (DC100) its entry-level Land Rover. If this strategy comes into being, it would satisfy our Land Rover Wish List entry where we ruminated on the new 2015 Defender coming to the U.S. as a Wrangler-fighter. It also means the Defender would almost certainly be Land Rover’s number one selling model worldwide.

Currently, the company sells approximately 20,000 Defenders per year, however John Edwards, Land Rover’s Global Brand Director, has named the Toyota Hilux as being the DC100’s prime target. To put that into perspective, Toyota sold about 550,000 Hilux trucks last year. Obviously, the company has some serious aspirations for the DC100. We think this is great news for brand purists who have decried the DC100 as a mere toy, and not a serious off-road/utility contender. In order to compete with the Hilux —which is regarded almost universally as an outstandingly capable product — the 2015 DC100 will have to be inexpensive, rugged, and versatile.

2012 Land Rover Monthly U.S. Sales Totals

[via Land Rover] | Click here to see all Land Rover sales report posts.

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