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Weekly Recap: Jaguar takes a leap with price cut, new strategy

Jaguar was one of the famous automotive props and plotlines in the now-iconic drama Mad Men. There's a scene where the show's protagonist, Don Draper, deftly undercuts an influential Jaguar dealer by indicating that get-me-in-the-door local radio spots would be an effective way to sell cars like the slinky E-Type. The British executives think this is folly – Draper knows they will – and his advertising strategy wins out over the dealer's approach to move the metal. Jaguar's not doing that, but half a century later in the real world the company is launching plans to make its cars more attainable to new and younger customers like Millenials. These aren't coupons, but this is a leap for Jaguar, which has long banked on sexy styling and its rich motorsports history to overshadow its past mechanical flaws. Put simply, Jaguar is addressing the reasons why people, especially the younger set, don't buy its cars. The 2017 XE will start at $35,895 when it launches next spring – which makes it an attractive buy for a successful, relatively young person. When it's time to move up, the redesigned XF will be more attainable, coming in at $52,895, which is $5,275 less than the 2015 model. The flagship XJ sedan and the enthusiast-oriented F-Type sports car will also get thousands of dollars worth of added standard features, and Jag is actively pitching them as a better value than their competitors. "The Jaguar brand is on the eve of a major transformation that will see it dramatically increase its presence in the United States luxury marketplace with an expanded lineup, pricing focused on the core of the luxury market, and an all-new ownership package with best-in-class coverage," Joe Eberhardt, CEO of Jaguar Land Rover North America, said in a statement. The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion. Jaguar placed third in J.D. Power's Initial Quality Study in June and was the top-ranked luxury brand in J.D. Power's Customer Service Index in March. Not content, the company is rolling out an enhanced program called Jaguar EliteCare that launches on 2016 models. It offers a five-year, 60,000-mile limited warranty, the longest among its competitors, with free scheduled maintenance during that period. The plan also covers roadside assistance and connectivity features.

2017 Jaguar electric SUV to draw stylistically from C-X75

Jaguar is gearing up to launch its first all-electric model. And given the direction the industry is going – to say nothing of previous reports – it should come as little surprise that it'll be an SUV. And though details are few and far between at this point, some information is beginning to surface. According to British publication Autocar, the forthcoming electric crossover will draw its stylistic inspiration from the C-X75 concept. For those who may not recall (or haven't seen the new Bond flick), the C-X75 was Jaguar's idea for a hybrid hypercar to compete with the likes of the McLaren P1, Porsche 918 Spyder, and LaFerrari. After initial plans for a turbine powertrain were scrapped in favor of a small twin-charged four-cylinder hybrid, plans for production were ultimately shelved. But the vehicle resurfaced for a starring role in the new 007 film Spectre. If the decision to put a defunct concept in a new movie struck you as odd, reports of the electric crossover's design direction may cast it in new light. By putting the C-X75's design in the public spotlight, Jaguar Land Rover could be preparing us for the SUV's arrival. But then that could prove entirely speculative at this point. The model is set to slot in, size-wise, beneath the new F-Pace, and join a new wave of electric crossovers coming to market. The Tesla Model X will be first when it launches next year, and Audi is expected to launch its Q6 E-Tron Quattro in 2018. The Jaguar could split the difference and surface as soon as 2017. Volvo is also tipped to be preparing an electric crossover based on the XC90 to follow in 2019 as well. It may be too early to speculate on the electric powertrain that will motivate the new Jaguar, tipped to be dubbed E-Pace. However reports that parent company Tata is developing lightweight electric in-wheel hub motors could give us an idea of the direction in which Jaguar could head. Expect it to borrow its aluminum platform from the XE and F-Pace, with production potentially to be undertaken by Magna Steyr in Austria. Of course, the E-Pace won't be the company's only EV. It has several prototypes in the works, and we can expect it to roll out additional production models in the coming year.

Jaguar Land Rover moves closer to building Slovakia plant

Jaguar Land Rover has announced its intention to build a new assembly plant in Slovakia. Though it has yet to make the final decision, the British automaker has signed a Letter of Intent with the Slovakian government. Its next step is to launch a feasibility study before committing. If the company does go ahead with plans, it wouldn't be the first automaker – or even the first European luxury automaker for that matter – to start producing in Slovakia. Nor would it be the first Jaguar Land Rover plant outside the UK, either. The Volkswagen Group, PSA Peugeot Citroen, and Kia all manufacture in the Central European country. VW's Bratislava plant in particular handles production of the Touareg, Audi Q7, and Porsche Cayenne. In the past few years, JLR has expanded its production capacity to new locations outside of the UK. It has a new factory in China, one under construction in Brazil, and has been manufacturing in India – home country of its parent company Tata – since 2011. It recently announced a manufacturing contract with Magna Steyr in Austria, and is investing in its facilities back home as well. Though yet to be finalized, the prospect of manufacturing in Slovakia has proven more favorable to JLR than other locations in Europe or in the United States or Mexico – all possibilities that the company says it looked into. It has yet to reveal just what it would produce there, saying only that "the plant would manufacture a range of aluminium Jaguar Land Rover vehicles," that the plant would be earmarked to come online in 2018 and eventually ramp up production to 300,000 vehicles. The prevailing wisdom would seem to indicate, however, that the site is being considered for the next-generation Land Rover Defender. Related Video: JAGUAR LAND ROVER UNVEILS NEXT STAGE OF GLOBAL EXPANSION PLANS - Letter of Intent signed for potential new plant in the Slovak Republic - Indicates the next stage of the Company's expansion plans to support a competitive global business in the future - Jaguar Land Rover's global expansion underpins long-term investment in new vehicles and technologies in the UK Coventry, UK – Jaguar Land Rover has signed a Letter of Intent with the Government of the Slovak Republic for the potential development of a new manufacturing plant in the city of Nitra in western Slovakia. With its established premium automotive industry, Slovakia is an attractive possible development opportunity.