Demand has also been primed by some price cuts. The XF, Jaguar’s midrange sedan, now starts at $51,900, 9 percent less than it used to. And with a starting price of $34,900, Jaguar's starter XE sedan is cheaper than anything it has hawked in years.
Sales, of course, is an imperfect metric. It’s an easy data point to inflate by sacrificing profit or gamesmanship. What’s notable, however, is that while Jaguar cut prices, it also axed incentives.
Its incentive spending was almost one-third lower last month than it was in July 2015. It put just $4,016 on the hood of every Jaguar—less than almost every brand in the luxury car game.