• Jaguar’s long wheelbase XEL now sells for about $22K after deep cuts.
  • XFL sedan pricing dropped $18K as dealers chase reluctant buyers.
  • Discounts exceeding 50 percent revived sales after months of decline.

As Jaguar undergoes a transformation into an all-electric brand aiming to compete with Bentley, it ended production of all its older ICE models. Or, at least, that’s what most people think.

While Jaguar has stopped building its models in the West, it continues to assemble three models in China through their Chery-Jaguar Land Rover joint venture. Who would have guessed China would be the last bastion of combustion-powered Jaguars?

Read: Jaguar’s Newest Release Is Cheaper Than You Think But You Can’t Have It

Not only is Jaguar still building cars in China, but as automotive journalist Tycho de Feijter pointed out in a recent post on X, the brand has managed to claw back some ground on the sales front thanks to sweeping dealer discounts across the country.

In several cases, prices have been cut by more than 50 percent as Jaguar does its best to stay relevant in a market where domestic brands have already pushed many legacy automakers to the margins.

Jaguar XEL
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here

One model sold in China, but not offered elsewhere, is the XEL. This is a long-wheelbase version of the mid-size XE sedan we’re familiar with, fitted with a 2.0-liter turbocharged four-cylinder with 250 hp. Its wheelbase is 10 centimeters (3.9 inches) longer than the standard XE, stretching to 2.93 meters (115.3 inches).

Typically priced at 334,600 yuan (around $47,000), the XEL is now being offered for just 159,800 yuan, or $22,600. That’s a massive 52.2 percent discount.

Jaguar XFL
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here

Jaguar also sells a second sedan in the region, the XFL. This extended wheelbase version of the XF is available with the same 2.0-liter turbo four in either 250 hp or 300 hp configurations. Previously starting at 439,900 yuan ($62,000), it now lists for 239,800 yuan, or roughly $44,000. That’s a 45.5 percent cut.

Also: The Architect Behind Jaguar’s Type 00 Rebirth Has Been Fired

Then there’s the E-Pace. Although production ended in Western markets in 2024, it lives on in China, offered with either a 1.5-liter turbo producing 200 hp or a 2.0-liter turbo with 250 hp.

It once started at 263,800 yuan ($37,000) but now goes for just 148,000 yuan ($21,000). The 43.9 percent reduction isn’t quite as steep as the sedans’, but it still moves the needle.

A Temporary Sales Rebound

You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here

According to de Feijter, Jaguar moved 18,326 vehicles in China last year, placing it 76th out of 108 brands and giving it a market share of only 0.08 percent. This year, sales had dropped to 11,600 by the end of October, pushing Jaguar down to 81st out of 110 brands with a share of just 0.06 percent. But when the discounts kicked in, things started to shift.

In May, the month before those markdowns were introduced, Jaguar managed only 759 sales. Then came a steady climb: 1,455 units in June, 1,566 in July, peaking at 1,925 in August. Sales dipped slightly after that at 1,866 in September, and 1,782 in October, but still remained well above pre-discount levels.

The initial spike may be tapering off, though, suggesting Jaguar is getting close to maxing out demand for these aging ICE models, even at sharply reduced prices.

Jaguar F-Pace
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here
You Can Still Buy A New Gas Jaguar For $22K, But Not Here