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  1. EF-Roger

    EF-Roger Entrepreneur

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    Jaguar announced Thursday that it is cutting list prices in a bid to hit harder at the core of the luxury market, an unusual move in a snooty upscale market that risks the brand's air of exclusivity.

    “Our pricing has consistently been at the top of the luxury segment,” says Rob Filipovic, head of product planning for the Jaguar Land Rover in the U.S. “We no longer want to be a high-priced outlier in the luxury market.”

    As a result, the 2016 Jaguar XF 35t midsize sedan with a V-6 engine will be based priced at $52,885, including shipping, down 9% over the lowest-priced 2015 model.

    The 2016 XJ flagship sedan will start at $75,395 with what Jaguar says is $7,000 more in goodies — standard ventilated seats, a fancier sound system, LED headlights with automatic high beams and more.

    Read more Jaguar cuts 2016 prices to hit luxury sweet spot
     

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