Jaguar Land Rover Faces Drop In Sales After Cyber Attack — Here Is The Story Behind It

The Jaguar Land Rover (JLR), which is a luxury automaker and is known for iconic models like the Range Rover, Defender and Jaguar sedans, has been through the rough months as it was hit hard by a major cyber attack that disrupted its operations earlier this year.

In early September, a “cyber incident” forced JLR to shut down its key systems and pause production. Unfortunately, the timing could not have been worse as the company was already in the middle of renovating its Jaguar brand and this unexpected crisis added more pressure, creating issues to an already challenging transition.

As a result JLR’s latest financial report for the second quarter of FY26 depicts a challenging situation as retail sales dropped by 17.1% as compared to the same

period last year and 8.7% from the previous quarter, bringing total sales down to 85,495 units.

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The company also saw a steep 24.2% fall in wholesale volumes as compared to both last year and the previous quarter. Regional performance took a low hit as well, with sales dropping 32.3% in the UK, 22.5% in China, and 15.8% in the Middle East and North Africa. Even major markets like Europe experienced a dip of 12.1% and North America saw a dip of 9%.

Despite these challenges, JLR focused its resources on its most profitable models like the Range Rover, Range Rover Sport and Defender which together made up 76.7% of total wholesale volumes, which was up from 67% a year ago.

JLR described this tenure as a “challenging quarter,” which points to multiple setbacks including production stoppages caused by the cyber incident, the gradual reduction of older Jaguar models,and higher US tariffs affecting exports.

However, there is always a hope at the end, CEO Adrian Mardell confirmed that the company has begun a “phased restart” of manufacturing operations, as the engine production will resume in Wolverhampton, followed by vehicle production in Nitra and Solihull, according to Carscoops.

Mardell expressed gratitude and optimism, said, “I would like to thank our customers, suppliers, colleagues and retailers for their commitment, hard work and endeavour in recent weeks to bring us to this moment. We know there is much more to do but our recovery is firmly underway.”

As Jaguar Land Rover (JLR) works to get back on track, the road ahead will test its resilience and patience. But with its strong SUV lineup and renewed focus on recovery, the brand seems ready to steer through this setback and drive toward stability once again.

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