Jaguar plans to keep XE discounts low

* Jaguar boss says not to expect big discounts on the new XE * First cars will be delivered in April 2015 * XE prices start from £26,995...

Jaguar plans to keep XE discounts low

The Jaguar XE will not be discounted to the same extent as rivals such as the BMW 3 Series and Mercedes C-Class, because production volumes will be kept far lower, company boss Dr Ralf Speth has said.

The Jaguar XE, which is on sale now and will be delivered to the first customers in April 2015, will cost from £26,995. Jaguar has targeted around 80,000 sales in its first year of sale, in contrast to around 350,000 3 Series being sold each year.

'At the end of the day we are not looking to be a volume player,' said Speth. ‘Our goal is to build one vehicle less than there is market demand for – we want our customers to want the Jaguar XE and for that demand to be aligned with our production. We are confident that will be the case, and that it will pay off in terms of boosting residual values and reducing lease costs.'

At present, discounts of more than £6000 are available on the BMW 3 Series, with even the best-selling BMW 320d SE having a Target Price discount of more than £4000 less than its £28,775 list price.

The Jaguar XE is expected to play a pivotal role in bringing down the average age of Jaguar buyers, as well as making the brand more appealing to women. 'We want to develop a portfolio of vehicles that display the purest Jaguar qualities from top to bottom, and to ensure that anyone who comes to us always has a relevant vehicle to progress to,' said Speth.

Full details, prices and specifications of the new Jaguar XE can be found here.