Jaguar Land Rover Ltd is ramping-up its ongoing “Tesla conquest” campaign by offering owners of Tesla electric vehicles (EVs) a $3,000 incentive to buy a Jaguar I-Pace battery-electric crossover SUV, bringing its total discounts to $15,000.

This latest Jaguar move directed specifically at owners of Tesla EVs reflects the slow pace of I-Pace sales in the U.S. despite this EV’s accolades. Announced in March 2018 with deliveries by the fourth quarter, I-Pace is the first electric SUV from a premium European automaker, in this case Jaguar Land Rover.

Incredibly, the I-Pace has won 62 international awards in a single year, gaining fame as one of the most highly decorated production cars in history. It won the European Car of the Year award in March 2019, the first Jaguar to win in the 50-year history of the award.

A month later, the I-Pace was voted 2019 World Car of the Year. It also won Best Design and Best Green Car awards, the first car to ever sweep three categories.

Sales of the I-Pace have been dismal despite these massive honors. Jaguar is selling about 200 I-Pace vehicles per month in the U.S. As of July, Jaguar only delivered some 1,500 EVs in the U.S.

Faced by an unresponsive general market, Jaguar has turned its attention to convincing Tesla owners to go Jaguar. Jaguar first began sending mailers to Tesla owners touting the superiority of the I-Pace compared to Tesla EVs.

Jaguar recently boosted its targeting of Tesla owners by offering them an extra $3,000 Tesla conquest incentive (on top of other incentives) to buy an I-Pace. The total discounts come to $15,000. I-Pace’s base MSRP stands at $69,500 and the $15,000 will bring the price down to just $54,500, which is competitive against the Teslas.

Jaguar’s also making it a lot easier for Tesla owners to buy an I-Pace. Jaguar says a Tesla owner only needs proof of Tesla ownership, and not an actual Tesla trade-in, to get his hands on an I-Pace.

“For an owner or a member of an owner’s household where a Tesla vehicle is currently registered (proof of ownership/registration is required),” according to Jaguar.

“Limit one incentive per eligible VIN. Can be used towards the lease or purchase of a new, unused 2019 I-Pace. No trade-in required. Not redeemable for cash. Incentive paid to dealer and requires dealer participation.”

Jaguar I-Pace
The Jaguar I-pace Concept on display during the second press day of the Geneva Motor Show 2017 at the Geneva Palexpo on March 8, 2017 in Geneva, Switzerland. Gerlach Delissen - Corbis/Corbis via Getty Images
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