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Jaguar chops price of XF entry

Range shake-up: Jaguar has introduced a cut-price XF model after discontinuing the X-Type.

$12,000 lopped from cheapest XF as Jaguar covers X-Type demise

13 Jul 2010

JAGUAR Australia has introduced a sub-$100,000 version of its XF saloon, lopping $12,000 and some features from its popular mid-sizer to bring the new entry model into showrooms at $93,900.

The move – to broaden the reach of the XF to help cover for the recent axing from the range of the ageing, Mondeo-based Jaguar X-Type entry-level model – was announced at the Australian launch of Jaguar’s new flagship sedan, the XJ.

At the same time, Jaguar has raised prices on all but one of the existing XF models by about $3000 in parallel with a minor upgrade, effectively restoring price cuts made in January in line with the federal government's five per cent tariff cut.

Only the XF 3.0-litre V6 Luxury – previously the XF entry-level model – escaped the hike, remaining at $105,990.

6 center imageThe new model – to be called 3.0 V6 – has been trimmed of keyless ignition and some driver’s seat electric adjustment and has been fitted with smaller, 17-inch alloy wheels.

Jaguar Australia general manager Kevin Goult the company had an ideal opportunity to capture many more buyers new to the Jaguar brand.

“While we have the halo effect of the XJ drawing more attention to Jaguar, we want to be sure to have a car providing six-figure luxury for five – and drawing more new buyers to the showroom,” he said.

Further shaking up the market mix for performance buyers, Jaguar has announced a special 75th Anniversary 5.0-litre V8 model priced at $128,900. To go on sales in the foruth quarter, this car will offer 20-inch wheels, quad exhaust finishers and a full iPod control module.

The XF had a big month in Australia in June, selling 72 units – up 5.8 per cent on the same month last year.

Mr Gault said: “If 70 XF units a month could be sustained, plus 80 or so XKs and the 120 XJ sales, we could see Jaguar selling in excess of 1000 units a year. That’s a great building block for the brand.”

So far this year, the company is well on track, having dispatched 531 units into customer hands.

However, almost half of the sales have been the now-defunct X-Types, with most of the other half coming from the XF range. The XK sportscar has accounted for just 27 sales this year.

Without X-Type and with XJ sales forecast to be 140 units a year, the XF will have to carry the bulk of the sales burden to achieve 1000 units.

Year to date, Jaguar sales are up 21.5 per cent – ahead of the general market increase of 16.7 per cent.

Ultimately, a new, smaller Jaguar entry-level model is expected to slide beneath the XF, while Jaguar is also reputed to be working on a new sportscar, dubbed the F-Type.

Jaguar XF pricing:
3.6 V6 (a) $93,900
3.0 V6 Luxury (a) $105,990
3.0D V6 S (a) $116,250
3.0D V6 S Portfolio (a) $138,750
5.0 V8 Premium Luxury (a) $147,990
5.0 V8 Portfolio (a) $159,490
5.0 V8 XFR (a) $207,990

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