Jaguar Price/Pricing Strategy:

Jaguar being the luxury car manufacturer does not aim the masses for its
products. Premium pricing strategy in its marketing mix is the backbone of the
brand. The prices are supreme for all its range of models. The model XF costs
approximately 30000 GBP, while XK costs around 60000 GBP. These prices
increase as per customers’ requirements. In India the start price is around Rs 49
lakhs, and goes up to Rs 2 crores. Compared to its competitors BMW, Mercedes
and Audi; Jaguar is expensive and they take pride in being able to provide high
performance, luxury and innovation in every vehicle they deliver. They provide
best in class warranty coverage which is unlike other competitors’ coverage.
They have the 5 year/ 60000 miles coverage whichever comes first, along with
complimentary, roadside assistance and telematics coverage. The resale value of
Jaguar is decent but not as much as compared to its German competitors.

All cars are still currently built in the United Kingdom, and shipped out to
dealerships and customers from there. Although the transportation is a major
cost, most costly is the technology that goes in the product. The exclusivity of
the car also contributes to the rise in prices, because Jaguar has to survive
while selling very less units as compared to other brands