Jaguar is going through a messy transition right now. As an automaker, it’s trying to reinvent itself after spending the last few years building cars and SUVs that nobody really cared for. Meanwhile, Jaguar dealers are trying to make at least some sales to keep cash flowing in while they wait for the broader brand’s rebirth to take place. Sadly, those dealers are lumbered with vehicles like the Jaguar F-Pace, which are proving altogether difficult to shift.
The result? Discounts, and sizeable ones at that. The problem is that vehicles that sit around don’t generate income. Typically, a dealer takes a “floorplan” loan out to cover the cost of the cars on its lot, therefore a dealer has to pay for every month the car isn’t sold. Eventually, it becomes worthwhile for the dealer to slash the price of the vehicle to get it gone, freeing up space for newer products that will actually sell.
A chief example of this? Head over to Jaguar Land Rover of Wichita in Kansas. They’ve got a 2024 Jaguar F-Pace P250. Retail price? $67,105. Right now, though, they’ve got it listed for $54,105, a total discount of $13,000. No surprise given it’s been sitting around for 173 days.
It’s worth remembering that 2025 model-year vehicles started dropping in the middle of last year. Thus, if you can find a 2024 model, it should be going cheap (or, at least, cheaper). There’s a few examples of the F-Pace that fit this description.
Down in Florida, Land Rover South Dade has had a 2024 model sitting around for 407 days—over a year—and repeat discounts haven’t shifted it. The P250 model is listed for $55,303, a total discount of $9,000. Meanwhile, over at Jaguar Land Rover Sarasota, they’ve slashed $10,000 off an R Dynamic S model.
Thus far we’ve mostly focused on the four-cylinder models. They’ve got a perfectly adequate 246 horsepower and 269 pound-feet of torque on tap. However, there are more powerful models on offer, and they’re getting cheap too.
Maybe you like the 3.0-liter V6, with 395 horsepower and 406 pound-feet of torque. In Colorado, Jaguar Lakewood has one for over $7,800 off, while Jaguar Land Rover Jacksonville in Florida has a deal that’s nearly as good.
The 5.0-liter V8 found in the SVR is even more tantalizing. 2024 models got a mighty 550 horsepower and 516 pound-feet of torque. As the top-of-range model, they’re harder to come by, but there are a few specials out there. Jaguar Lakewood in Colorado has one for $91,672, a healthy discount over the MSRP of $100,973. Few other dealers appear to be offering big discounts on the V8, though Maryland dealer Land Rover Bethesda has an ancient 2023 model for $93,000 right now.
Why are these cars cheap? The story is the same across the board—they’re not selling fast enough. Some of these cars have been sitting for a year or more. In a broader sense, CarEdge data shows that there are currently 1,884 examples of the F-Pace currently on sale across the country, with only 350 sold in the last 45 days. That means there are enough F-Paces to last for another 241 days of sales without Jaguar importing a single new example into the country.
This pattern is a simple one you can use to guide your own purchasing decisions. If there’s a car you like that isn’t selling well, you might be able to score a good discount due to its sheer unpopularity. This isn’t even exclusive to bad cars! Sure, nobody wants a Dodge Hornet, even at $16,000 off. But you can go out and score a $10,000 discount on cool cars like the Fiat 500e and the Nissan Z, too!
If you’re a Jaguar dealer, you have my sincere sympathy—hang in there. Meanwhile, if you’re in the market for a cushy SUV with a cat on the bonnet, consider getting in now while they’re going cheap.
Image credits: Island Jeep
Or get out while you can. The rebrand is not looking promising either and it seems entirely possible there will just be more pain followed by a bankruptcy.
I guess if your budget for a ride is north of 50k, it might be a good deal. But even if I wanted to spend that much, I wouldn’t want the long-term relationship with the complexity of a modern luxury vehicle. All of my British cars will remain pre-1990 for the foreseeable future.
I can no longer look at a Jaaaaag without thinking about “Temu Tilda Swinton.”
Thanks Torch.
Please get the most warranty you can. As an XF owner… just listen to me on this.
It’s actually the Ingenium I6, still 3.0 liters, but it employs both a turbocharger and an electric supercharger. The V6 was discontinued in 2019 or 2020.
Meanwhile, the F-Pace, outside of the one with the V8, is a pretty lackluster affair, IMO. It’s a compact SUV with premium pricing for no good reason, and it has some of the steepest depreciation in the segment. You’d have to do a lot better than $13,000 off for me to buy one.
I think the fear of an orphan brand scares people from the Jag and even Nissans to an extent.
I think sharing a showroom with Land Rover is what makes it a harder sell. If you’re in a JLR showroom, seems like for E-Pace money you can get an Evoque or bigger Discovery Sport; for F-Pace money a Velar, or larger Discovery or even a Defender. Based on looks and image the Rovers carry more weight.
Honestly it reminds me of Dodge vs. Jeep. The Jeep image is likely to outweigh any advantage a Dodge version of the same product might have.
This is a good point for sure. Land Rover / Range Rover is more desirable from an SUV nameplate.
These things were massively overpriced to begin with. The discounts only bring them down to where they should have been – before negotiations and discounts. I can’t see a reason to buy one of these new given the tenuous position of the Jaguar brand and many other desirable vehicles sitting in the same price range. Plus, these being 2024 models means they’ve already depreciated HEAVILY, no matter that they are “brand new” on the lot.
Misread the headline at first, thought it was selling for $13k – which will still be a “no.” Jaguar – it’s dead, Jim.
I see used SVRs in the mid to high 40s and low 50s all the time now…a lot of them with clean Carfaxes, reasonable miles, and in desirable color combos. I know that buying one is a bad idea but how bad of an idea are we really talking here? Like…used Audi bad idea or heavily depreciated exotic bad idea?
That engine is just so goddamn special that I’ve put more thought into this than I should have…and honestly the supercharged V6 is a unique screamer of an engine in its own right so it’s not like saving some money and gas by going that route is a cop out. It still has way more character than any four cylinder and I think you can argue that it has more character than any of the German V6s as well.
There is no more supercharged V6. As of 2021, F-Paces have the twincharged Ingenium I6.
*sad supercharger noises*
The F-pace is a really good car, but one that was just priced too high.
If you are willing to take the entry level versions, at $10k off, it isn’t a bad deal (except for next year when some idiot rear-ends you and the insurance company totals the car and gives you $25k for the market value of the car ;-).
I have spent too much time lurking on the Jaguar configurator, and, after outfitting the car the way I would want, always come away thinking I can do better with other brands for the same money. And if you try to buy an almost new one from a dealer near my neighborhood, the discounts are not that great.
Ummm, still no.
$13,000 off MSRP sounds like a decent deal until you look at resale values. I couldn’t justify paying $54,000 for a 2024 when you can get a low mileage used 2023 for $35,000. I don’t want a car that depreciates a new Nissan Versa in one year.
Is there a brand that is more “dead” than Jaguar right now? I mean I guess the F-Type is still pretty cool, but the rest of the lineup….is anyone shopping for a F-Pace?
Maybe F-Pace shoppers overlap with the 5 people considering a Maserati Grecale or Alfa Romeo Stelvio.
On second thought, maybe Maserati or Alfa are in worse shape.
A guy down the street has an F-Pace. I asked him about it. He said he had to drive it because Jaguar was a client of his. He didn’t sound enthused about his daily driver. Yeah the brand is just doesn’t matter any more.
I guess I am not one of the five because I have written-off the Grecale – but if the Grecale didn’t have the stupid electric door handles, I might consider it – although I am not sure it has seat options designed for my freakishly tall body.
The Grecale is a looker, and are supposedly fun to drive. The GT versions are not too outrageously priced – the Modena and Trofeo are too highly priced. I think I would save some $ and get an X3M instead of the highly reviewed Trofeo – but maybe the Trofeo drives better? Probably not 1.5x X3M better…
I don’t like the Stelvio interior – the dash is very vertical, same reason I don’t like most Genesis (and the Genesis dealers near me do not get great reviews…)
Sounds about right for a luxury 2024 model of anything, to be honest. Once the model year has fully rolled over, that old adage about “losing 20% when you drive it off the lot” quickly jumps to 30% or 40% because of the MY of the vehicle. Still, if you’re planning to keep a Jaaaag for more than 10 years, first — thoughts and prayers — and second, by that point the MY doesn’t matter much, so grab that discount!
I just get irritated when I see 300+ day old models from the previous MY selling for sticker price. That’s a nope.