The F-Pace is coming. The XE is coming sooner. Neither are here yet. While we wait, Jaguar USA is cutting the prices of its cars and equipping them with more standard equipment.
- 15 copies of the discontinued XK, an 89% drop compared with August 2014
- 321 copies of the XF, a 13% year-over-year increase, but an 11-month low for the XF as Jaguar readies its forthcoming replacement, already revealed
- 371 copies of the XJ, Jaguar’s biggest sedan, a 4% drop, and less than one-fifth the total achieved by the far more costly Mercedes-Benz flagship, the S-Class
- a 15% jump to 436 F-Types, a hit by nearly every measuring stick
|Above: 2016 Jaguar XF. Top: 2016 Jaguar XE.|
JAGUAR U.S. SALES
2002 Total: 61,204
2014 Total: 15,773
Aug. 2015 YTD – Brand: -4% to 10,221
Aug. 2015 YTD – XF: +10% to 4381
Aug. 2015 YTD – F-Type: +15% to 3013
Aug. 2015 YTD – XJ: -15% to 2563
Aug. 2015 YTD – XK: -76% to 264
2002 Market Share: 0.36%
2015 YTD Market Share: 0.09%
Best Month Post-2012: 03/14 – 1618 sales
Worst Month Post-2012: 10/14 – 1007 sales
Current Car Rankings: #104, (XF), #114 (F-Type),
#118 (XJ), #146 (XK).
The first-gen XF was a more conventionally attractive follow-up to the Lincoln LS-related S-Type. The upcoming XF will be priced from $53,000, a 9% cut compared with the outgoing model. At best, Jaguar only sold 8578 XFs in a single year. That year, 2009, was the 5-Series-fighting XF’s first full year. Jaguar has averaged fewer than 6500 XF sales per year. BMW sells more than 50,000 copies of the 5-Series each year in America.
|Jaguar’s First SUV, The F-Pace, Set For A
Production Reveal At This Fall’s Frankfurt Show
The F-Type, of course, is Jaguar’s convertible/coupe success story that marries terrific styling to an outrageous soundtrack and genuine performance. In 2014, the F-Type sold twice as often as the BMW Z4 and came within 625 units of outselling the Mercedes-Benz SLK. (Porsche sold 7292 Boxsters and Caymans to the F-type’s 4112; Porsche also sold 10,433 911s.) F-Type pricing doesn’t dramatically change for MY2016, but there will be more standard equipment.
|2016 Jaguar XJ|
Anything to bring in more buyers. Jaguar was once a player in America’s premium car market, albeit not a major one. In 2002, Jaguar sold 61,204 cars, one Jaguar for every 3.8 BMWs. In 2014, Jaguar sold 15,773 cars, one Jaguar for every 21.5 BMWs. Through the first eight months of 2015, Jaguar sales are down 4%, a loss of 467 sales, to just 10,221 units. That’s one Jaguar for every 21.9 BMWs; one Jaguar for every BMW 3-Series; one Jaguar for every 6.1 copies of the Lexus RX; one Jaguar for every 4.2 Land Rovers.
|2016 Jaguar F-Type|
A premium market which looks with increasing fondness at SUVs doesn’t change the fact that hundreds of thousands of buyers still veer toward the 3-Series, C-Class, A4, ES, 5-Series, and S-Class, among others. All those buyers would continue to do so, Jaguar clearly believes, unless the new entry-level XE is priced competitively. Perhaps competitively is too weak a word. Jaguar has priced the basic XE like an Accord Touring.