There are two main factors most likely to dissuade American shoppers from considering a Jaguar: price and dependability. As Jaguar's typical audience isn't as concerned about the former, the British automaker is focusing on the latter, a matter of equal concern to all. Jaguar is extending its free maintenance program across its entire 2016-2017 lineup. Meanwhile, on the price front, Jaguar is also lowering prices across the board.
Related: 2016 Jaguar F-Type Boosts Warranty, Free Maintenance
The automaker announced today that its EliteCare program will now come standard across the lineup starting with the 2016 model year and every vehicle moving forward. The coverage includes a five-year/60,000-mile limited warranty, complimentary scheduled maintenance, a suite of connected services including Jaguar InControl Remote & Protect and 24/7 roadside assistance.
The announcement came as Jaguar rolled out a marketing push for its all-new or refreshed lineup that includes the XF and XJ sedans and the F-Type sports car, as well as two new additions to the U.S. market in the entry-level XE compact sedan and F-Pace SUV. The price reduction starting with model-year 2016 will be between $1,500 and $3,000, achieved by lowering the base price or increasing standard equipment; the lineup ranges between about $36,000 for the entry-level XE and just more than $75,000 for the range-topping XJ.
The automaker has been ramping up to this value-boosting offer for a while. In March, Jaguar announced that the 2016 F-Type would come standard with the segment-leading EliteCare package; the 2015 version came with a four-year/50,000-mile term for the limited warranty and roadside assistance, and included only the first scheduled maintenance service for free.
While the brand's reputation for driving pleasure remains in good standing, its performance on J.D. Power's annual Vehicle Dependability Study has been wildly inconsistent. It ranked 14th in 2014 among the 31 brands measured, as high as No. 2 in 2009 and as low as 28th in 2012, with an average placement during the past decade of 15.
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