Jaguar Lowers Prices, Adds Features and Free Maintenance

Jaguar this morning revealed that it is not content with being an expensive outlier in the luxury car segment, so the British automaker has dropped prices for the U.S. market and will offer free scheduled maintenance.

The brand re-iterated its desire to compete in the heart of the luxury car segment, an idea that starts with the introduction of the entry-level XE sedan and F-Pace crossover. While the production version of the crossover and its pricing will be unveiled at the Frankfurt Motor Show, Jaguar has announced the starting price and engine options for the new XE sedan.

The XE will be offered in rear-wheel and all-wheel drive guises and is looking to compete with the BMW 3 Series and Mercedes C-Class. This pricing strategy will make the XE 25t cheaper than the BMW 328i and Mercedes C300. Additionally, the XE 35t will be more affordable than the BMW 340i and Mercedes C400 4Matic.

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Jaguar also announced the pricing of its upcoming XF mid-sized sedan. The 2.0-liter equipped XF 25t will start at $52,895, while the 3.0-liter supercharged V6 XF S will start at $63,695. A diesel engine will also be on the way for the vehicle.

Showing off its focus on value, the company announced that all new owners will get its new customer care program called EliteCare. This is an ownership package that provides no charged scheduled maintenance, 24/7 roadside assistance, a subscription to Jaguar InControl Remote & Protect, and a new car bumper-to-bumper warranty. All of these services are for five years or 60,000 miles.

The company also teased the F-Pace crossover again. Pricing of the crossover will be announced on September 14 at the Frankfurt Motor Show. Expect it to sit between the XE and XF in terms of pricing within the model lineup.

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