Jaguar Slashes Prices And Offers Complimentary Maintenance

Jaguar F-Type (Credit: Jaguar)

As we reported not too long ago, Jaguar is looking to make some bold moves and scoop up serious market share, both in the United States and elsewhere around the world. As part of that plan, the British automaker has slashed prices in the U.S., making its entire 2016 model lineup that much more compelling to car shoppers.

The new prices are actually quite a bit lower than what Jaguar was charging for 2015 models. For example, the XF with a V-6 engine sees a 9 percent price drop, putting it at $52,885. The XJ’s starting price fell $7,000 to $75,395.

Perhaps the best part of the whole price drop is that the F-Type, a car that many agree is one of the most gorgeous on the market today, is seeing a price drop of over $11,000. Jaguar isn’t shaving down the prices by including less equipment. In fact, in some cases the cars come with more standard, making them a tremendous value.

To help tempt car shoppers further, Jaguar is addressing its reputation for less-than-stellar reliability by offering an EliteCare complimentary maintenance program. How many more reasons do buyers need to purchase a Jag?

Some think that this strategy of dropping prices is a risky one. The line of thought is that people who buy luxury cars are “snooty” and will look down on any signs that certain vehicles have become too accessible. In other words, there’s the chance that Jaguar won’t seem as exclusive as before.

Or, more people might consider purchasing a Jag instead of an Audi or Cadillac because of the price decrease. Before this move, Jaguar was usually one of the most expensive vehicles in the different market segments. If a person is researching cars online using a price range tool, which is incredibly common, that fact alone could cause shoppers to skip over the Jaguar brand altogether. By lowering prices, more people will even consider a Jag, which hopefully will help net better sales.