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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 gives World Car jurors private viewing of J-Pace, next XJ

The brace of accolades bestowed on the Jaguar I-Pace include three awards given by the 86 jurors on the World Car of the Year panel. They anointed the I-Pace World Car of the Year, World Green Car of the Year, and World Car Design of the Year. Jaguar hosted a get-together for its new WCOTY friends, inviting jurors to the carmaker's Coventry design studios to check out future products. The coming all-electric XJ and flagship J-Pace were the stars of the gathering, this being the first time Jaguar's publicly got behind the range-topping crossover. Ex-head designer Ian Callum hinted about the J-Pace in April, but all he would say is, "We're looking at it." With Jaguar confident enough to show the vehicle to very important outsiders, the J-Pace could be on track for its rumored 2021 launch. Jaguar dropped hints of other new cars, too. The carmaker "gave a firm nod to" two new crossovers that will be "considerably less expensive" than current crossovers in the lineup, to be called A-Pace and B-Pace. We've never heard of these, but based on the brand's naming structure, the A-Pace would slot in at entry-level, the B-Pace just above. It's said that one or both of these will be sized to compete in the World Urban Car Awards sometime in the 2020s. That means subcompact dimensions along the lines of this year's World Urban Car winner the Suzuki Jimny, or the top-three finisher Kia Soul. The jurors also got a look at the imminent replacements for the F-Type and XE. The second-generation F-Type is said to wear an evolutionary design; the big changes will take place under the hood. A V8 could remain in the top tier, but one sourced from BMW instead of Jaguar's own supercharged 5.0-liter V8. The current V6 is expected to give way for an Ingenium inline-six developed in-house. And expect one or both of them to come with hybrid assistance, as Jaguar's made a point of saying that all of its offerings will get "electrified options" in the 2020s. What did Jaguar get out of the open-house? Insider information, apparently: "150 senior Jaguar employees" put questions to the WCOTY jurors about how the panel road-tests cars. Perhaps the WCOTY award will become the new Nurburgring for the next decade. As a final flourish to everyone who'd get the news, Jaguar CEO Ralph Speth informed the audience that his charge and Land Rover "are definitely not for sale to Peugeot-Citroen, Fiat-Chrysler, Hyundai-Kia or any other motor manufacturing companies." So there.

Jaguar names its 3 Series-fighter XE, packs it with Ingenium engines

Jaguar is committed to emerging from the fringes of the luxury car market and into the mainstream. Just take a look at where it was a couple of decades ago and where it is now: In the 1980s, it had essentially two product lines, the XJ sedan and XJ-S coupe/convertible), and now it's got the XK coupe and convertible, the XJ sedan, the XF sedan and wagon and the F-Type coupe and roadster. But it's not about to stop there.
Coventry knows that if it's going to take on the German and Japanese heavyweights, it's going to need a compact sports sedan, and it's not about to repeat the mistake that was the X-Type. To that end, it's long been rumored to be developing a rival to the likes of the BMW 3 Series and Mercedes-Benz C-Class - it just hasn't given us much to go on. But that changes right here and now.
At the Geneva Motor Show, Jaguar has confirmed the imminent arrival of its new sports sedan, and along with the teaser image above, has given us some juicy details. For one, it'll be called the XE - fitting nicely alongside its big brothers the XF and XJ in Jaguar's growing sedan lineup. For another, it'll hit markets overseas in 2015 and arrive here in the United States in 2016.