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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2016 Jaguar XF Review

We last drove the new Jaguar XF in Spain last September, sampling it in 380-horsepower S spec and in 2.0-liter turbodiesel forms. We found both versions to provide a supple ride, despite some body roll, and loved the supercharged model's ample thrust from any engine speed. The ZF-provided eight-speed automatic was also applauded for its competence, making the sport paddles an unnecessary formality. If anything, our last drive only left us pining for a better infotainment system, as Jaguar Land Rover's painfully outdated one has been a target of our ire for a while. A limited amount of time behind the wheel, and a desire to see how much the slightly less powerful 2016 Jaguar XF 35t R-Sport gives away to its S-badged stablemate, leads us to our tester. In British Racing Green, the new XF is both more handsome than the slightly manic-looking old XF, yet also slightly more anonymous. This is a lithe shape, with crisp lines and few gimmicks, save the fender vents, which are about as tasteful as that element comes. The car's charms are especially evident from up front. Despite a distracting cut line, the hood is tastefully built up in two steps: a sharp rise from the headlight/fender area, and in the middle a tasteful power bulge. The overall effect is one of thoughtful, purposeful design – after all, this is Ian Callum's work – rather than taking a corporate-mandated design language and scaling it up or down to suit the hardpoints. Spend some time around FCA's UConnect system and you'll see where Jaguar needs to improve. Inside, this XF is a mixed bag. Let's start with the positives. Despite being shod in a rather boring black hide, the front seats are wonderfully comfortable and supportive without aggressive bolstering. The cabin would really wake up with a more interesting leather, like the brown that Jaguar calls "Brogue," covering the seats and door panels. Whatever you think of the rotary shift selector, the knurling on its diameter and the solidity of its action conveys the sense of craftsmanship you'd expect from a British luxury car. Some other controls, such as the cheap-looking and -feeling control stalks sprouting form the otherwise wonderful steering wheel, do not. And that takes us to the infotainment system. This XF does away with Jaguar's old, much-maligned user interface, which was blocky and balky in equal measures.

Jaguar buys world's largest collection of British cars

Whether you're looking at Bertone going bankrupt or Spyker facing (and subsequently resolving) a large tax bill, it's saddening to see an automaker having to sell off its factory collection. That's why we're glad to report that there are still some acquiring historic vehicles from their pasts. Like Jaguar, which has just bought the largest private collection of classic British cars in the world.
The collection of 543 cars was painstakingly assembled by one James Hull, a British dentist with some 50 dental clinics to his name across the UK and who was keen to find the right buyer to take possession of his life's work and preserve it for years to come.
Of those 543 cars, the majority are of British origin, including over 130 Jaguars. The collection includes seven XK120s, several C- and D-Types, a rare XKSS, eight E-Types, thirty Mark-series Jaguar sedans, nineteen XJS coupes and convertibles, some twenty XJ sedans as well as some pre-war SS models and Swallow sidecars and coachbuilt specials from the company's early days. Among the many noteworthy examples are a rare SS100, an alloy-bodied XK120 and an MK X owned by company founder Sir William Lyons himself, as well as Winston Churchill's Austin, Elton John's Bentley, and racing driver and motorcycle rider Mike Hailwood's E-Type.