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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

London's Sunday Times reported last October that Jaguar-Land Rover was sniffing around The South looking for a potential manufacturing site, and was "talking to several southern states." We imagine Georgia was one of them; The Peach State has Kia Motors Manufacturing in West Point, it claims Porsche HQ as a resident, and soon the Mercedes-Benz regional office, too. The Atlanta Journal-Constitution has said that Governor Nathan Deal recently took the initiative to fly to the UK to "make prospect calls" with JLR executives about a deal. We don't have any details about the calls, but we'll guess that they involved Deal making a financial case for GA over other states while sipping a cup of tea. It's said that the English luxury maker wants to build a factory here with a 200,000-unit capacity, to take advantage of the same financial efficiencies that have planted other automakers in the US and Mexico; it opened a facility in China last year to build the Range Rover Evoque, Land Rover Discovery Sport, and the Jaguar XE, and is casting eyes over Brazilian and Saudi Arabian soil for other facilities. No timetable has been given for a decision. Related Video: News Source: Atlanta Journal-Constitution via Automotive News - sub. req.Image Credit: AP Photo/Tony Ding Government/Legal Plants/Manufacturing Jaguar Land Rover Luxury

What's better than a garage with a lift and a kitchen? Not much, UK owners say

Some folks look to change houses because they need more room, or perhaps their current home's basement floods. Others want a “perfect garage” with a hydraulic lift. In the United Kingdom — where priorities may be different from those in the United States — research from eBay indicates that nearly two-thirds of UK motorists (65 percent) would consider moving for the ideal garage, and theyÂ’d be prepared to pay about 5% over asking price to have one. Reporting the results of a survey among 2,000 car enthusiasts, eBay says the lift and custom toolboxes would satisfy the need to makes repairs to the Aston Martin DB5 or the Jaguar E-type (the cars respondents said theyÂ’Â’d most want installed in the garage). Certainly a built-in drain would be a nice touch for washing the vehicles, as well as proper ventilation for those paint touch-ups. A small kitchen in the garage and a jukebox would be lovely, also. Those polled were also asked to make a list of nifty additions to the garage space. Among the suggestions: a snooker table, decorative lighting, a La-Z-Boy recliner, and engine hoists. According to the research, more than 4-in-10 homeowners feel that their current garage stops them from fulfilling their passion for cars. More than half would be more likely to own a classic car if they had a garage to store it in. Said Oliver Bindloss of the Bindloss Dawes Architects firm that worked with eBay on the poll: “Garages are so much more than just a functional space for cars, they must be tough and work hard, but also be enjoyable spaces to relax in. For us as architects, the perfect garage has to start with the cars themselves.” Aston Martin Jaguar Car Buying Ownership Parts and Accessories Classics