By on February 14, 2019

Jaguar F-Pace 2.0TD - Image: Jaguar

Jaguar hopes U.S. buyers fling some woo its way this month, and it’s flinging bundles of cash at dealers to make it happen.

As the British brand is reportedly incentivizing its U.S. dealers to go above and beyond to break sales targets in the early part of 2018, savvy customers stand a good chance of finding a bargain.

The info comes by way of CarsDirect, which reports the brand is offering high-volume dealers up to $100,000 to surpass targets for the two-month period ending February 28th. Jaguar has already adjusted financing offers to lure buyers into the showroom, where salespeople might feel compelled to go lower.

On February 9th, Jaguar began offering zero percent financing on most models — an increasingly scarce rate. That offer applies to the brand’s biggest money maker, the F-Pace. CarsDirect reports a financing offer of 0 percent for 60 months on Jag’s best-selling model, with $2,500 in bonuses thrown in. Slow-selling models like the XJ sedan can be had with up to $8,000 in unadvertised incentives, the publication claims.

While sales of Jaguar-brand vehicles rose a modest 1.2 percent in the U.S. in 2018, the marque finds itself battered by market forces. Its diesel-heavy lineup doesn’t mix well with Europe’s new hatred of oil-burning vehicles, and passenger car sales continue to fall, especially in America. Jaguar Land Rover lost a lot of month last quarter.

In January, U.S. sales of the Jaguar XE sedan sank 31.4 percent, year over year, with the midsize XF falling 52.7 percent. XF sales fell 25.5 percent. The F-Type coupe and convertible saw its volume decline 9 percent last month. The volume leader F-Pace, on the other hand, saw its year-over-year popularity rise 23.5 percent. Compact E-Pace sales came in at 447 units, though a year-over-year comparison isn’t helpful, as the vehicle only entered the market in January 2018.

[Image: Jaguar Land Rover]

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11 Comments on “February Might Be the Month to Love a Jag...”


  • avatar
    gasser

    Here in L.A., most of these Jaguars are leased. I would be interested to know how the lease rates are holding up (especially sedans) in view of the plummeting popularity of sedans. For those of us who buy used, I would like to see what is happening to 5 or 6 year old vehicles out of warranty. I would guess that depreciation in years 4 to 6 is as steep as in years 1 to 3.

  • avatar
    28-Cars-Later

    “lost a lot of month”

    Typo for money?

  • avatar
    sportyaccordy

    I honestly can’t think of the level of incentives that would be needed to make me pick a Jag over a Lexus or Audi. I’d even get the Q50 over the XE/XF. Cadillac is in that same category. The brands are just too far gone to invest in, and everyone else has pretty competitive leases. What’s the point?

  • avatar
    civicjohn

    The point is a high amount of cars in CA are leases, every manufacturer plays the game, and it will help them move some metal.

    All of my friends in the music/ entertainment industry lease their cars, either by a “car allowance” in their compensation package or they simply make enough to cover the lease payment and they just view it as a monthly expense, like the electric bill.

    I think having any type of monthly car payment is a disease, but some need to keep up their reputation. But a Caddy? They’ll pick a Jag over that any day.

    • 0 avatar
      Serpens

      Leasing isn’t just used by those living above their means. It makes better sense than buying a car for many.

      • 0 avatar
        indi500fan

        I agree, assuming the lease you sign up for is one that is nicely subsidized (aka subvented) by the mfgr. In that case, leasing pretty much always beats ownership over the same period of time. OTOH if you are going to “run your purchased vehicle til it blows” leasing is more expensive in comparison.

        • 0 avatar
          APaGttH

          Number of miles you drive a year needs to be considered too. If you’re driving 20K miles a year, a lease is going to hurt.

        • 0 avatar
          outsider819

          Unfortunately, in this day and age of evermore expensive and complex electronics in vehicles, keeping a purchased vehicle long term is going to get a lot tougher. So, if you keep that in mind and estimate you’ll be switching cars every few years, a heavily incentivized lease on a new Jag can make a fair bit of sense.

      • 0 avatar
        civicjohn

        @Serpens, if you read my post, you would see that it was directed to my SoCal brethren. Call me crazy, but if you HAVE to lease, maybe you should review your household finances unless there’s a heck of a lot of $$ on the hood as indy500 posted. In that case, as long as you can accurately gauge your mileage, and insist on driving a new car, go for it.

        It probably would have worked for me if I had known I’d break my back 2 weeks after buying my last car, but unfortunately I was not informed. 2.5 years later, and my car has 8k miles on it. But I was raised in a house of credit, and I’ve tried to break that cycle with myself and my kids, basically saying if you can’t write a check for it, maybe you can’t afford it.

  • avatar

    Just reduce number of models and prices. Simplify model line like Apple did. Get rid of this ridiculous model designations – I have no idea what all these XF, XJ, X-Pace and so on mean – very similar how Lincoln used to name its cars.


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