Tata Group-owned Jaguar Land Rover (JLR) has overtaken Audi to become the third-largest luxury carmaker in the country for the fiscal year 2025 (FY25).
What Drove JLR’s Success?
JLR clocked a strong 6,183 units in sales, a 40% jump from 4,417 units in FY24. Audi, on the other hand, slipped 15%, registering 5,990 units compared to 7,027 units last year. Audi grappled with logistical hiccups and a light product pipeline, with many of their current models ageing and in need of updates, JLR rode a wave of demand for its Land Rover brand. Jaguar, JLR’s other badge, played a minimal role. With limited availability and only a few units of the F-Pace in circulation, JLR’s success was driven almost entirely by the Land Rover lineup.
At the heart of JLR’s growth is the Defender. With a staggering 90% year-on-year surge, it has propelled the company to the third spot in the Indian luxury car market. Supplementing the push were the Range Rover and Range Rover Sport models, which posted sales growths of 72% and 42%, respectively.
Market Performance
Starting May 2024, JLR began assembling the Range Rover and Range Rover Sport at its Pune facility. This move slashed prices by 18–20% (or around 30-50 lakhs depending on the model), cut down delivery times, and put those premium products just a bit more within reach. This helped cut waiting periods as well as lowered prices by huge amounts. The Defender has become its own brand with a cult-like following and has seen massive success. Meanwhile, Audi found itself caught in global turbulence. The Red Sea crisis disrupted supply chains, and a relatively quiet product calendar didn’t help matters. Without headline launches or volume pushers, Audi struggled to maintain its FY24 pace, leaving the door open for JLR’s climb.
Indian Luxury Car Market
The broader Indian luxury car market, despite a slowdown in the last quarter, crossed the 50,000-unit milestone for the first time, closing FY25 at 51,406 units—up 3% from the previous year. Mercedes-Benz and BMW held their ground at the top, selling 18,928 and 15,266 units respectively, growing 4% and 5%.
