With its upcoming 2017 XE and 2016 XJ sedans, Jaguar is pushing its value position with prices that undercut those of the competition. The story is the same for the all-new 2016 XF that goes on sale this fall, which is priced aggressively against competitors such as the BMW 5-series, Audi A6, Cadillac CTS, and Mercedes-Benz E-class.
Of course, there are caveats to the ’16 XF’s message, namely that at launch, only the V-6-powered XF 35t and higher-output XF S will be available. The widely expected turbocharged, four-cylinder base model should arrive by next year, as will a diesel option that will cost less than $50,000. For now, the XF 35t starts at $52,895 and comes with a 340-hp supercharged V-6. Compared to the similarly powerful, six-cylinder competition, the Jag enjoys a considerable price advantage. A 2016 Cadillac CTS 3.6 runs $54,775, a BMW 535i $56,845, a Mercedes-Benz E350 $57,015, and an A6 3.0T $58,325.
Placing the XF S, which opens at $63,695, isn’t quite as easy. It’s still V-6–powered and with 380 horsepower is nowhere near as powerful as the V-8 offerings from BMW or Audi, but it falls somewhat near the twin-turbo V-6–powered Mercedes E400 ($65,395) and Cadillac CTS Vsport ($61,445) on the pricing scale, if not quite in terms of horsepower.
- Jaguar: F-Type, XJ Won’t Use XE, XF’s New Aluminum Architecture, V-8s Will Remain
- 2017 Jaguar XE S Tested: Commodity Class, Above Average Fun
- Jaguar XF Research: Everything You Need to Know About the New XF
Critically, the XF is far less expensive than last year’s model. A 2015 XF with the supercharged V-6 was $58,170, and even the base sedan with the turbo four commanded nearly as much as Jag is charging for the new XF 35t. We’ll know just how much of a deal the new XF is when Jaguar outlines the sedan’s standard features and specifications, but for now, Jaguar’s value message is coming through loud and clear.
