Jaguar makes bold strategy move in the US

The next challenge for Jaguar will be to keep its “posh” status as we see more and more low-price models hit the road. Power’s 2015 Initial Quality Survey, Jaguar had the third-fewest new-car problems of all brands surveyed, trailing only Porsche and Kia in the latest rankings. Jaguar now spends $6,121 on sales incentives per vehicle sold in 2015, an increase of 27.5% compared with the first eight months in 2014. That positions Jaguar right in the heart of current pricing from competitors like BMW, whose 3 Series is $33,150, and Lexus-its IS is $36,500. “However, with these new products, we’re no longer wanting to be a high-priced outlier in the luxury market”. “The result will be a far more competitive Jaguar portfolio”. It is expected that both the vehicles, combined, will take Jaguar’s USA sales volume to more than the double. The new starting price drops 9% to $51,900, not including destination charges.

“It will be a new entry point for thousands of Jaguar customers”, Filipovic says. Pricing of the crossover will be announced on September 14 at the Frankfurt Motor Show. The CUV bows in the U.S.at the Los Angeles auto show in November.

These days, consumers from around the globe have become more aware of all types of automobiles and what automakers are offering, which is what has made people recognize each brand differently.

The announcement came as Jaguar rolled out a marketing push for its all-new or refreshed lineup that includes the XF and XJ sedans and the F-Type sports vehicle, as well as two new additions to the USA market in the entry-level XE compact sedan and F-Pace SUV. Sitting at the top of the XE range is the XE 35t at $42,695 that is equipped with a 3.0-liter supercharged V6 that produces 340 hp and 332 lb-ft (just like the base XF sedan). The F type Jaguar is getting $12,000 worth of additional standard equipment.

Notably, the new Jaguar EliteCare warranty includes free scheduled maintenance for that five-year period, whereas until now, only the first maintenance appointment was free. The Jaguar owners will be able to monitor their auto ad carry out various functions using the new InControl Protect and Remote system app on their smart phones.

A global TV campaign is still under development, but Ms. McCullough said the effort would build on the British “cheeky and confident tone” of recent ads.

Jaguar expects to have a monthly presence on TV beginning with the launch of the redesigned XJ and XF.

There is also all wheel models, XE on offer from Jaguar and the prices of these cars have not been revealed by the company at present.

In fact, Tata’s acquisition of the brands for $2.3 billion from a then financially ailing Ford Motor looks like a bargain today.