Jaguar Wants to Be an Attainable Luxury Brand, and It Shows in Its New Model's ... - Adweek
The brand also wants to move beyond the bad-boy image it's embraced in recent campaigns and is lowering prices and hoping to boost sales in the process. Taking one insight from J. D. Power and Associates research to heart—that the No. 1 reason people choose not to buy a luxury automobile is, of course, price—some of Jaguar's new models will be significantly more affordable. The brand's new XE sedan will have a starting price of just $34,900. 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. . Another new model, the roomier XF... The brand also wants to move beyond the bad-boy image it's embraced in recent campaigns and is lowering prices and hoping to boost sales in the process. Taking one insight from J. D. Power and Associates research to heart—that the No. 1 reason people choose not to buy a luxury automobile is, of course, price—some of Jaguar's new models will be significantly more. Source: www.adweek.com
