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This week, the British luxury car manufacturer Jaguar launched its cheapest vehicle yet, as part of a move to make the brand appeal more to the women and young drivers market. Since being partnered up with Land Rover to form Jaguar Land Rover in 2008, the brand has been enjoying a new lease of life, shaking off its stuffy image and replacing it with a new modern feel designed to directly compete with rivals such as BMW, Audi and Mercedes-Benz.

On Monday, Jaguar announced the launch of the XE sports sedan, to be priced at £27,000 on the UK market. Seeking to become a major player in a field currently dominated by German luxury car manufacturers, the XE has been designed to broaden Jaguar’s reach beyond its traditional client base of older, wealthy men. With its lower price and roomy specs, Jaguar’s executives hope that the vehicle will appeal to a younger audience, including women with children.

The Jaguar’s return to the entry-level market has been made possible by some of the £3.5 billion invested in the company this year – mostly due to its success in China – along with some design innovations including a purpose-built new frame using recycled aluminium.

Jaguar’s new lease of life is certainly a boon to the British car industry – the company has hired over 1000 people over recent months at its Solihull factory, with a further 2000 jobs to be created this year.New


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