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Yes cars are generally more expensive in the UK, which is a right pain, not only do we have VAT at 20%, there is a first registration tax, as well as road tax, at varying rates, from £0 up to £1065 per year. So yeah, we are ripped off here.
 

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If jag does the same with the XE as they did with the XF, it will be well specified at the start, and at a lower price than the opposition, then over the following months with the introduction of new variants, the standard kit will drop off and the price will increase, which is exactly what happened with the XF, and it worked handsomely for them with that.
 

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And thus cut their own throats, the XF is keenly priced, the XJ too, the XE will also have to be keenly priced, otherwise why bother, the XF and XJ cant really go much higher in price for the base models, and the XE will need to be a few grand cheaper than the base XF, otherwise why bother buying an XE when you can get an XF for a few quid more. as XF's can now be had for about £27k with discounts, the XE will need to be below this.

If they price it too high, we will cancel our order and just pay a few quid more for the XF.
 
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