MAHWAH, New Jersey – Jaguar announced an aggressive new strategy on Thursday aimed at luring customers away from other luxury carmakers. The marketing offensive includes price cuts, free scheduled maintenance and an unusual test-drive program designed to make car shoppers feel “just like James Bond.”
The new Jaguar EliteCare program includes a limited warranty and free scheduled maintenance for 5-years or 60,000-miles scheduled maintenance. It will launch with the 2016 model year and also include 24-hour roadside assistance and can be transferred to a second owner.
The new Jaguar warranty is one year and 10,000 miles longer than the plans offered by BMW, Cadillac, Lexus, Mercedes-Benz and Porsche, all of which offer 4-year/50,000-mile basic warranties.
To further entice buyers, Jaguar is lowering the prices of its cars between $1,500 and $3,000 by cutting the base price or boosting standard equipment.
For example, the redesigned 2016 Jaguar XF midsize sedan starts at $52,895 reflecting a $1,725 price reduction over the 2015 model.
The XF competes with the Audi A6, BMW 5 Series and Cadillac CTS.
The base price of the 2016 F-Type coupe and convertible remains the same. The base 2016 F-Type coupe starts at $65,995, while the F-Type convertible is priced at $69,095.
But the level of standard equipment has increased. For 2016, the F-Type models are equipped with a standard high-end Meridian sound system, SiriusXM Satellite Radio and HD Radio, Jaguar Smart Key Keyless entry and 14-way power-adjustable seats. Coupe models also receive a panoramic glass roof as standard.
Key F-Type competitors include the Porsche Cayman and Porsche 911 Carrera.
Pricing on the highly anticipated 2016 Jaguar F-Pace crossover will be announced at the 2015 Frankfurt Auto Show, the automaker said.
Jaguar will hit the road to make car shoppers aware of its new pricing and warranty program with a new test-drive program scheduled to launch in November in Los Angeles.
The test-drive program will travel to cities including Dallas, San Francisco, Miami, Chicago and New York with the aim of getting at least 10,000 potential buyers behind the wheel of Jaguars.
Participants will be given a one-minute film of their test-drive and urged to post it on social-media outlets.
“Consumers will be the hero of their own action film, just like James Bond,” said Kim McCullough, Jaguar vice-president of marketing, during a Web cast.
Edmunds says: Lower prices and five years of free scheduled maintenance should go a long way toward getting Jaguar on the shopping lists of more luxury buyers.