Jaguar Australia has announced massive price cuts across its 2013 line-up, with prices of the premium British manufacturer’s XF, XJ and XK models slashed by up to $64,500.

The flagship Jaguar XKR-S Convertible enjoys the biggest reduction, with the 405kW/680Nm soft-top track weapon down from $363,500 to $299,000, but it is the savings at the other end of the market that are likely to have the biggest impact on local customers.

The introduction of the 177kW/340Nm 2.0-litre turbocharged petrol engine to the Jaguar XF range sees the price of entry into the Jaguar brand fall $10,000 to $68,900 (before on-road costs).

The price of the entry-level XF diesel – the 2.2 Diesel Luxury – is also down $9000, dipping just below the $70,000-mark at $69,900.

The aggressive pricing means the base model Jaguar XF now undercuts the cheapest models from its key competitors by a significant margin, with the Lexus GS starting at $77,400, the BMW 5 Series at $77,900, and both the Audi A6 and Mercedes-Benz E-Class at $79,900.

Prices of all other existing variants in the XF range are down $9600, with the exception of the range-topping Jaguar XFR performance sedan, which is now $21,000 cheaper at $189,900.

XF models powered by Jaguar’s all-new 250kW/450Nm 3.0-litre supercharged V6 petrol engine have been priced at $95,650 for the Luxury and $112,650 for the Portfolio.

All models in the 2013 Jaguar XF line-up are equipped with an eight-speed automatic transmission and now feature satellite navigation as standard.

2013 Jaguar XF manufacturer’s list prices:

  • 2.0 Petrol Luxury – $68,900 (new model)
  • 2.0 Petrol Premium Luxury – $75,500 (new model)
  • 2.2 Diesel Luxury – $69,900 (–$9000)
  • 2.2 Diesel Premium Luxury – $76,500 (–$9600)
  • 3.0 Diesel Luxury – $93,900 (–$9600)
  • 3.0 Diesel Premium Luxury – $102,900 (–$9600)
  • 3.0 V6 Supercharged Petrol Luxury – $95,650 (new model)
  • 3.0 V6 Supercharged Petrol Portfolio – $112,650 (new model)
  • 3.0 Diesel S – $115,500 (–$9600)
  • 3.0 Diesel S Portfolio – $132,500 (–$9600)
  • XFR – $189,900 (–$21,000)

Three new variants and pricing cuts to the Jaguar XJ range now see four models priced below $200,000.

The entry-level 3.0-litre diesel and new supercharged 3.0-litre V6 petrol variants open the line-up at $198,000, with no premium charged for the long-wheelbase option.

The XJ V8 line-up dips below $300,000 for the first time, with the Portfolio starting at $298,000, while $43,100 and $53,100 has been stripped from the Supersport short-wheelbase and long-wheelbase variants respectively, with both now sharing flagship status at $320,000.

Additionally, all Jaguar XJ models are now fitted with the Rear Seat Comfort Pack as standard, which includes heated and cooled seats, winged headrests, massage function and footrests.

2013 Jaguar XJ manufacturer’s list prices:

  • 3.0 Diesel Premium Luxury SWB – $198,800 (no change)
  • 3.0 Diesel Premium Luxury LWB – $198,800 (–$8000)
  • 3.0 V6 Supercharged Petrol Premium Luxury SWB – $198,800 (new model)
  • 3.0 V6 Supercharged Petrol Premium Luxury LWB – $198,800 (new model)
  • 3.0 V6 Supercharged Petrol Portfolio SWB – $222,600 (new model)
  • 5.0 V8 Supercharged Petrol Portfolio SWB – $298,000 (–$15,600)
  • 5.0 V8 Supercharged Petrol Supersport SWB – $320,000 (–$43,100)
  • 5.0 V8 Supercharged Petrol Supersport LWB – $320,000 (–$53,100)

Prices of the Jaguar XK sports car are now also sharper than ever. XK and XKR Coupe and Convertible variants are $30,000 cheaper – ranging from $189,000 to $233,000 – while the XKR-S Coupe and Convertible now share the $299,000 price tag.

2013 Jaguar XK manufacturer’s list prices:

  • XK Coupe – $189,000 (–$30,000)
  • XK Convertible – $213,000 (–$30,000)
  • XKR Coupe – $209,000 (–$30,000)
  • XKR Convertible – $233,000 (–$30,000)
  • XKR-S Coupe – $299,000 (–$41,000)
  • XKR-S Convertible – $299,000 (–$64,500)

Delivery of 2013 Jaguar XF and XJ models is scheduled for December, while the 2013 Jaguar XK is rolling into Australian dealerships now.




  • Aleks

     Honestly, just shows how much we get ripped of here. If a company can slash $9000 to $40,000 of a model and still be profitable, who knows how much more they could really take off.

    • Asfghhf

      BMW could slash $240K to $90K and still be profitable.

      • R10RRK

        Seriously, if you love BMW like I do then purchase one no matter what !
        The pay is great in Aus compared to UK !

        • JD

          but the cost of living is higher here

    • Nick

      XKR-S Convertible – $299,000 (–$64,500)

    • Daniel

      I don’t think they could slash a whole lot more off the XF. This pretty well brings it in line with UK pricing which is pretty unheard of. But you also have to remember that Jaguar do have an image to preserve and part of that image is the fact that they’re not a quantity manufacturer. They can’t lower an executive car like the XF much more than this or it will just start looking cheap. 

  • nugsdad

    this was last week’s news

  • Peter

    It’s about time.  Jaguar moan about not having market share but the product costs well over double here what they pay in the US.  I’ve had the XF V8 for 4 years now, it is a brilliant car and an absolute joy to drive.  While I’d miss the burble of the V8, saving a huge amount by buying the 4 cyl petrol would be my choice.

  • Sisaacs

    Not good for the resale values for existing customers who have purchased these cars

    • Simon

      Certainly not going to make them feel happy about buying a Jag! I’d be asking for a partial refund.

    • Zack

      Yeah, and I though Jag had some of the lowest resale values for a luxury brand already.

  • F1orce

    Wait a second. Doesn’t the XF rival the 7 series, S-Class, A8 & Lexus LS ? Not 5 series?..

    • Peter

      No, that’s the XJ which is a lot bigger.  And yes Sisaacs, you are right about resale, but I comfort myself that I’ve had the car 4 years, which is 2 years longer than any car I’ve had before and I still have no plans to change, so the hit on resale is balanced out by longevity, or at least it defers the pain a while.  I’d be a little peeved if I’d just bought an XKRS convertible though.

      • F1orce

        Ohh right, sorry my bad.. Just got confused between the XJ & XF

  • Don Quay

    Well there’s no reason not to buy that XJ Supersport LWB I’ve always wanted, now that it’s only $320K. (I wish) 
    Seriously, I think the XJ looks so much better then the Germans or the Lexii.

  • MisterZed

    The XJ hasn’t dropped at all – $198k is still the same as before. Way too much. Should be more like $148k for the base model.

  • Golfmother

    Europe is hurting bad , numbers have to be moved elsewhere, so get ready for the germans to move downwards , mercedes are discounting 12.5% off just about the whole range in europe .

    Good time to buy , not so good for the locals .

  • D987

    The new XF pricing sure makes the E-Class seem overpriced.

  • Daniel

    Disappointed they didn’t knock more off the XJ. The LWB Supersports in America is about $110,000. I know they can’t lower the price of the 3.0 V6 D too much or it will just be a lot cheaper than it’s rivals and look lesser by comparison, but they should have lowered it twenty or thirty thousand. The XJ isn’t selling here anyway (don’t know why, it’s probably best in class and certainly best looking). The XF is very sharply priced now though. 

  • Funk_docta52

    The 3 litre diesels on the XF and XJ are just too expensive. Why would you bother when you can get the supercharged petrol v6 for the same price?

  • R10RRK

    I genuinely feel sorry for petrol heads who live down under !

    I came to Aus about a year ago: NSW, ACT and SA; whilst its a beautiful country I see a lot of people drive around Japanese/ Korean cars and the average age of a car over there is at least 5 years more than in UK. Some of those cars would rot in the UK market !

    It would almost be a miracle to spot a BMW/ Audi/ Merc; but now I understand why, all these inflated prices. To the contrary the BMW 3 series is the most popular sedan in the UK and honestly most people in the UK drive that and are able to afford that !

    But I am jolly happy as I am moving to Australia in July 2013, I have an M5 with a UK private reg. Anyone can advice me on exporting my vehicle, the cost of my car there is ridiculous (about my annual salary roughly). But its great down under they pay civil engineers insanely unlike in London :)

    • MisterZed

      Most people in the UK drive a 3 Series? There are 60 million people in the UK – are you suggesting more than 30 million of them drive BMWs? The 3-series in the UK costs $38,600 AUD, which is not cheap, even though it’s a fair bit less than here in Australia. Somehow I don’t see a blue collar UK factory worker being able to afford a brand-new $40k BMW. I’m also not sure what area of Australia you live in, but where I’m from, every other car is a Merc or BMW. Maybe 20 years ago it was somewhat of a miracle to spot one, but they sell a great deal more these days.

      • R10RRK

        Put it this way a second hand 3 series which is 3-5 years old can cost no more than £ 7-10K. Its ridiculous I know, especially if you peak into Auto trader UK you will then see what I am on about ! And you can get one for about £15K approved BMW used ! So no prices for guessing the cost of a BMW that’s 5-7 years old then.
        You don’t need to be an investment banker to afford that, so its understandable. If you look at the range of sedans in the UK market its limited to Ford, Vauxhall and the Germans. Nissan dont have any sedans and you will spot the occasional Honda here and there. Was surprised to see the wider range of Jap cars over there which probably tells me stiff competition between them. I will be honest here, I was in Sydney, Canberra and Adelaide and its not common to spot a German brand. Don’t get me wrong I actually like that, because it adds an element of class to my BMW !Hey any idea of shipping costs for my BMW M5 to Aus ?

        • MisterZed

          If the resale value of BMWs is that bad in the UK, then we actually have things better here in Australia. While we pay much more for a brand-new BMW here, it retains a much greater percentage of it’s value. Therefore, the cost of running it each year (including depreciation) is far less than it would be in the UK. You can’t have things both ways. Looking at the cost of purchasing a car is only part of the equation. To put it another way, I’d rather pay 60 grand for a new BMW here and have it worth $40k in 3 years time when I decide to sell it, than purchase a brand-new BMW for $40k in the UK, but have it worth only $10k when I want to sell it. In the UK I have lost $30k in depreciation, compared with only $20k in Australia.

          • Will

            I come from Canada and cars only last five years. So the depreciation is really bad. Uk and Canada have four seasons, with lots of snow and salt not to mention rain. They rust to quickly. Unlike in oz.

          • MisterZed

            I think cars last a lot longer than 5 years in Canada. For starters, most cars come with an anti-corrosion warranty that is longer than that.

          • R10RRK

            Its better to renew a day-day running car every 5 years at least with the technology in terms of safety and emissions. 

          • Sydlocal

             It is not just BMW with a resale like that MisterZed, it is the norm for the used car market over there. Just like in the US and many other countries used cars are considerably cheaper. It is more that used car prices in Australia are over-inflated which can be both good and bad depending on which side you are on! However you are definitely correct about the cost of running a car over here compared to the UK. Their fuel and insurance is a lot more expensive than what it is over here. Not sure about their “rego” though.

          • MisterZed

            I know, what I’m saying applies not just to BMW but for all makes. If you’re buying a new car, then in my opinion, the situation is better here in Australia because your car is worth far more *as a percentage* (or retained value) when it comes time to sell it. Imagine paying 20 grand for a new Corolla and having it worth 5 grand after 3 years. That’s what would happen in the UK.

  • Damian

    The entry level XF is getting dangerously close to 3-series and C-Class pricing.  If one was in a fortunate position to be shopping for a C250 CDI or 320D, they could afford to spend a few grand more and get an XF, which is considered a class above. 

    Hopefully, Jaguar’s pricing strategy will spearhead price cuts within the German ranks.  We’ve still got a long way to go before reaching US prices.

    • JooberJCW

      Much much long way, our average incomes will need to be lower too. Apart from economy of scale of the US/UK, another issue facing australia unlike the US and UK is disposal. if Euros price much lower that means the economical cars of Japan and Korea will price lower accordingly.

      Thus… owning a car becomes more of a right than a privalege and it will make people buy new cars more frequently hence more 2nd hand cars in the market and unwanted cars (‘junk’) will be floating all over the place.

      The prices work in US as you can ship these ‘junk’ to Mexico, Sth America etc, likewise in England, ship em all to Eastern Europe or any country where Cars are luxury items. Here in Australia we are isolated. where do these cars go?

      Plus in all fair its not a struggle to buy a car whether new/2nd hand here, the masses are fine.

      • F1orce

        The Median household income in USA ranges from the lowest in Mississippi with a average household income of $37,000 all the way to Maryland with a Median household income of $70,000 

        California, the most populous state in U.S. has a median household income of $59,000

        Consider this, the 2012+ BMW 335i cost $42,800 in U.S. while it costs $100,000 in Australia

        That answers itself that Americans have a much higher purchasing power than Australian’s

        –Even though Australia has better wages in the low end of the spectrum.

        But as a result, Australia has rubbish customer service and food in comparison with the U.S. 

        Plus the people working on tips with a base hourly wage of $2.50  make much much more than $15/Hr..

  • Richardmurphy69

    Australia – please understand just how ripped off you are getting!! Just google the price in the uk/ europe – what is wrong in this country?

  • Rettendon6

    Something nobody has mentioned is the weaker pound when converting to Australian dollars. Jaguar could justify reducing prices for that reason apart from other reason. A purchase price of 70,000 australian dollars for an XF is worth more pounds to Jaguar than in the past.

  • Millsy

    check out the US prices of Jags, we pay way more than double what they pay. the XJL Portfolio for example, in the US it costs $90,000, here it costs $200,000 + $10,000 on road!