Jaguar makes bold strategy move in the US image

Jaguar has made a complete strategy makeover to address a perceived competitiveness issue on the US market – the largest in the world when considering only luxury autos.

The British brand has officially announced the new pricing details for the 2017 model year XE entry-level sedan and 2016 model year midsize XF sedan, which are now lower than expected. It has also launched a new program that includes free scheduled maintenance in the United States. All the strategy has just one goal: ax the common reason why consumers have been avoiding the British marquee – high acquisition and maintenance costs. The Jaguar EliteCare is a 5-year/60,000-mile scheduled maintenance warranty that comes most of all free of charge and the new pricing system will start with the 2016 model year. According to Joe Eberhardt, CEO of Jaguar Land Rover North America the price repositioning has “all models significantly more affordable,” by reducing the price between $1,500 and $3,000. The lowering will be achieved through a lower base price or by introducing additional standard features.

“The Jaguar brand is on the eve of a major transformation that will see it dramatically increase its presence in the United States luxury marketplace with an expanded lineup, pricing focused on the core of the luxury market and an all-new ownership package with best-in-class coverage,” commented the executive.

For example, the refreshed XF midsize sedan is now 9 percent cheaper, with a price of $52,895, including shipping – which is $5,275 lower. That has taken the XF from being the most expensive model in the segment to one that is more affordable than a comparable Audi A6, BMW 5 Series, Cadillac CTS or Mercedes-Benz E Class. And the F-Type coupe or convertible have the same price but now feature standard equipment worth an extra $4,000 to $12,000, depending on the model.

Via Automotive News Europe