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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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.

Jaguar XJS gets resto-mod treatment from England-based TWR

From the Volvo P1800 to the Porsche 928, the resto-modding trend has propelled numerous classics into the 21st century. Born-again English firm TWR rummaged through its own backyard to jump on the bandwagon: it unveiled an updated version of the Jaguar XJS. Known as the Supercat, the resto-modded XJS shares little more than a silhouette and a few basic styling cues with the coupe that inspired it. It's more muscular-looking thanks to a body kit that adds a front splitter, Group B-esque wheel arch flares, a rear spoiler and a massive diffuser integrated into the rear bumper. It gets modern-looking LED lights on both ends, and it rides on center-locking wheels. TWR notes that the body panels are made out of carbon fiber to keep weight in check. Interior pictures haven't been released, though we're told nearly every part of the car will be highly customizable, and we'll need to be patient to find out precisely what's under the hood. To whet our appetite, TWR mentioned a V12 engine supercharged to 600 horsepower and a six-speed manual transmission. All told, it has taken the company more than two years to reach this stage, including intensive real-world testing. TWR notes that the Supercat will make its dynamic debut during the summer of 2024 (our money is on the Goodwood Festival of Speed). If you want one, act fast: production is limited to 88 units globally and pricing starts at GBP225,000 excluding taxes, which represents about $281,500 at the current conversion rate. Dollars matter here: unlike some resto-mods, the Supercat was developed with our market in mind. If the XJS isn't your thing, TWR stresses it has additional resto-modded projects in the pipeline. It hasn't revealed what's next, however. Jaguar XJS View 6 Photos The donor car Released as the XJS for 1976 as a replacement for the E-Type, the two-door Jaguar (shown above) was offered in numerous configurations during a production run that lasted well beyond even the company's expectations; it remained part of the range until 1996. It was offered with a straight-six, a V12, a stick, an automatic, as a coupe, and as a convertible, and it received numerous updates inside and out to remain relatively fresh. Related Video:

Jaguar to create Panthera electric vehicle platform in-house

Jaguar Land Rover CEO Thierry Bollore isn't trying to make Jaguar's turnaround, called "Reimagine," easy nor inexpensive. What it appears he's most interested in doing is making sure the turnaround creates a range of Jaguar electric vehicles that exude the historic Jaguar-ness the brand still gets credit for but hasn't been known for in a while. He had told Autocar last year that future products must be "really modern luxury cars that are the copy of nothing in style or design, the top of technology and refinement, but not looking backwards." Since then, the brand had cast around for an existing electric platform created by another automaker or a supplier that it could adopt for Jaguar use, but nothing met the standard. Instead, Autocar now reports the English carmaker will create its own EV platform in-house. Company CFO Adrian Mardell said in an investor call the platform is called "Panthera," which is the scientific name for the genus of large cats that include jaguars, leopards, lions, and tigers. Bollore said, "Concerning the new Jaguar, we're making unique proportion a priority. That's the reason why at the moment we do it by ourselves." Some have fastened on the phrase "at the moment" to suggest the Panthera plan could be temporary. And while that's possible — there have been a lot of temporary plans all over the industry for the past few years — Jaguar is expected to release the first EV in its new lineup in 2025, so the plan couldn't be temporary for long. Slightly under four years from now would be just enough time to create a new mechanical architecture on a new technical foundation to serve a new vehicle. Emphasis on "just." The Panthera platform makes sense, if Jaguar can pull it off. Bollore wants the coming Jaguars to be considered alongside Bentley and Aston Martin, so he'll need those unique proportions along with brilliant design to draw buyers that haven't considered the brand in ages, if ever. The makeup of the revamped model line remains murky. On the sedan side, it's thought the XE and XF might become a single midsize four-door. The return of a true flagship sedan isn't clear, but it seems a good possibility considering the intended competition and as a differentiator with sister brand Land Rover. As to crossovers, the E-Pace and F-Pace might make the transition to battery power, and a new J-Pace flagship crossover looking unlikely in order to, again, maintain space from Land Rover.