This is truly a strange year for luxury car sales. It is now December, the height of car selling season and the discounts across the board are tiny compared to years past. I am not saying that discounts are not out there, just that it is nothing like what I am accustomed to seeing. Audi has tons of TV adds proclaiming their "season of Audi". What are they offering? 1 months payment! OOO that'll get me in the door. Now that is a manufacturer offer, dealers also offer discounts. But still,,,, weak.
One issue I see is that Mercedes destroyed everyone this year in terms of US luxury sales. No one is catching them so the US sales crown incentive for the manufacturers is non-existent. I usually get tons of emails from various BMW dealers offering 10-15% off, nothing like that this year. Lexus is apparently pushing inventory, but I don't have any real details there. End of year always has been the best time to buy a car, but generally speaking, this year sucks when it comes to discounts.
Having said this, Jaguar tends to do their own thing. Always have; but, one can't ignore the big picture. The FP is sharing the manufacturing line with the XF and the XE. One line, that makes the FP, that's it. There are other lines, but so far Solihull is it for the FP. It is running at capacity. I see no manufacturer incentive to push sales of the FP. It is all on the dealers. Local competition, sales targets and incentives to get more allocations are what is governing the price right now, and from what I can tell that price ain't moving much, at least this year.
I am seeing some signs that inventory is building a little. Website inventory is up at some local dealers; and things like cargurus.com is not getting most of the inventory. A couple months ago this was not the case. This is significant because cargurus shows the "days on the market" for each listing. If a dealer wants to hold to their prices, they actively hide their inventory from cargurus.com, but don't for sites like cars.com. Advertising multiple units on sites that show that they have been sitting more than 30 days makes it hard to say things like "we can't get em fast enough". It appears that dealers are taking a "lets stick to our guns and see what happens" approach for the end of the year. It is possible that some will offer better deals later this month, but I wouldn't hold my breath. Plus, you will probably see deals at some dealers but not all. I'll bet many dealers won't price match especially if they already met their quotas.
Last year, Jag sold a total of 1,065 vehicles in November ; they sold 1,525 FPs last month. IMO the FP is priced too low here and they are justified in sticking to their prices. I am also betting that people will be disappointed when they see the price increase on the 2018's.