Europeans customers have been boycotting British cars since the vote to leave the EU, Jaguar Land Rover (JLR) has said.
Dr Ralf Speth, chief executive of Britain's biggest auto company, said JLR's European sales team have reported some consumers on the continent showing signs of dwindling interest in British-made vehicles following Brexit, The Guardian reported.
Speaking at the Paris Motor Show, Dr Speth said: "They have the very first customers in their showrooms [who] clearly highlight that they don’t want to buy British products any more."
He warned that a hard Brexit that results in tariffs being placed on goods trading with the EU could place even more pressure on the motor industry, making British goods less affordable for Europeans.
"If we face higher tariffs than anybody else, then it’s quite clear that it’s reducing the competitiveness of our products, especially in Europe," Dr Speth said.