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Jaguar wants to be a carmaker everyone can like, not just villains, and one more people can afford. The brand also wants to move beyond the bad-boy image it's embraced in recent campaigns and is lowering prices and hoping to boost sales in the process.
Taking one insight from J.D. Power and Associates research to heart—that the No. 1 reason people choose not to buy a luxury automobile is, of course, price—some of Jaguar's new models will be significantly more affordable.