SEVILLE, Spain -- Jaguar is pricing its new XJ sedan aggressively in an effort to lure buyers from the primary competition - the BMW 7 series and Mercedes-Benz S class.
The new XJ will be introduced in Jaguar's home market of the UK in early April. An entry-level XJ6 will be priced at £39,000 (E56,479), cheaper than the Mercedes-Benz S280, which goes for £44,410, and the BMW 735i, which costs £52,750.
In Germany, the XJ will again undercut its main rivals.
Other UK prices will range from £58,500 for the XJR, powered by a 4.2-liter supercharged V-8, up to £68,500 for a fully loaded Super V-8, with every option as standard. By contrast the BMW 7-series range goes up to £78,450 for the 760Li.
A long-wheelbase version of the new XJ will arrive in about a year.
The previous XJ - a smaller, less spacious car than the new one - fell somewhere between the E class and 5 series, and S class and 7 series.
Jaguar has now expanded its lineup with the S-type, which competes with the E class and 5 series.
The new XJ has 25 percent more luggage space in the trunk than the previous model.
The new XJ goes on sale in mainland Europe in late April and in the USA and Japan in May.