Jaguar Slashes Prices For The XF And XE In The UK To Rejuvenate Sales

Even though new car demand has turned towards SUVs, Jaguar isn’t willing to give up on its underachieving XF and XE just yet.

Their strategy is to cut prices significantly so as to increase retail sales while also focusing on strong selling specs. Thus, the XF’s variants have been slashed from 64 to 28, and the XE’s from 24 to just 13.

This is meant to “reduce manufacturing complexity and retain the most popular features loved by customers,” stated the British carmaker.

Read Also: Jaguar XF Updated For 2021 With Revised Styling, A New Interior And Two Four-Cylinder Engines

“This is one of the more competitive segments of the automotive industry especially for premium. Taking on BMW and Mercedes in these segments is a really big challenge which is why we’re looking at it more holistically in terms of strategy,” said Jaguar sales boss Scott Dicken.

So just how cheap are the new 2021 XF and XE models? While U.S. pricing has yet to be announced (Jaguar will likely cut prices here too), the XF now cost 18% less in the UK, while the XE costs 16% less, reports Autocar.

British buyers can actually pick up the updated 2021 XF for £32,585 now (down from £34,995), while the XE starts at £29,365 (down from £34,600). By comparison, the XF-rivaling BMW 5-Series starts from £38,600 and the XE-rivaling 3-Series from £31,110.

“The reason we’ve been able to achieve the drop in retail price is partly down to simplification of range but also, the advertised price doesn’t necessarily equate to the price customers pay,” added Dicken. “We’ve taken that and put it up front. The price the customer sees is ultimately much closer to what they will pay. It’s about assisting the customer’s journey and making it a much simpler proposition.”

The Jaguar exec added that this new pricing strategy is exclusive to the XE and XF “because we’re targeting them at retail. For our other nameplates, particularly the Pace family, we’ll be competing more consistently across many channels.”