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A new Jaguar might be a bit cheaper than you expect it to be. Jaguar Land Rover announced slashed prices on Thursday – bringing the XF35T midsize sedan to $52,885, a 9% drop from last year's price – in an attempt to win your business. The luxury car brand that dominated the 1950s and 1960s has taken a back seat (pardon the pun) to German automakers Audi and Mercedes. One issue Jaguar faced was the lack of an SUV model, a growing sector of the automotive market; the company hopes to change that with the introduction of the F-PACE at the Frankfurt Motor Show later this month. (The F-PACE was shown at the 2013 Frankfurt show as a concept.)

But if the 52-grand sedan is too much for you, Jag has one more offer: their "premium compact sport sedan," the Jaguar XE. The British manufacturer is asking a mere $35,885 for the base model, 340-horsepower Jag. That's pocket change compared to what Jags of the past have cost.