I suppose I could have used a lot of F-words for the new Jaguar; fantastic looking, fun loving, it’s not to say I don’t like the car. I had the pleasure of being present at an unveiling event at The Collection recently. Now don’t get me wrong, this car is very pretty, inside and out. The cast front suspension towers, the shapely bodywork, the gorgeous center exhaust (anyone who doesn’t get a V6S won’t know what they’re missing…). The interior is inviting and cozy, if not a bit small, but the trunk is downright tiny. Herein lies my major problem with this car: the price for size.
Compare it to its apparent competitors: two door coupes such as the Mercedes SLK, Porsche Boxster, and BMW Z4. Two seat convertibles with sporting intentions, same class right? A top of the range SLK55 starts at $67,990. If you want a comparable Jag (V8S in this case), it’ll cost you $92,000 without options. Even the base F-type comes in over the bad Benz at $69,000. Quite the difference. Next up, let’s compare the Boxster S, which has a starting price of $61,900 with destination fee. The car is undoubtedly more sporting, has both manual and PDK options (the Jaguar only has a conventional automatic), and legendary Porsche feel. You can spend that extra $7,090 on quite a few silly options very easily, but it’s still apples to apples in my mind. The BMW makes things look even worse for Jaguar. The little bavarian adds a hard top convertible (the Jag is soft top only), a twin turbo I6, and BMW build quality to the table starting at $57,045. That’s nearly $12,000 less.
Why focus on price? I feel the F-type, if priced lower and more appropriately, could really drive business to Jaguar and revitalized one of the most prominent British brands around. The huge problem is there are comparable or superior cars available for significantly less money than the Jaguar- with more trunk space. I’m dwelling on trunk space because the F-type really has none- like, 4 shoeboxes none. “Honey can you bring your car to the grocery store because I have more than four bags” none. This isn’t to say I wouldn’t have the Jag, I would, just at $20,000 lower. Bottom line for me, the car just isn’t worth it. Will it change when I drive it? Maybe, but I doubt it. I can’t stress how disappointed I am at the pricing of this Jaguar. At $10-15k less the car would be SUPER competitive in the marketplace and really regain Jaguar some badly needed market share. At this price however, I only see die hard Jaguar fans buying the car. That being said, I look forward to driving the Jag soon.
Various images from various sources, originally from Jaguar.