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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

2020 Jaguar XE updated inside and out, diesel engine dropped

For the 2020 Jaguar XE sports sedan, less is more, at least in terms of powertrain offerings and trim levels. But the new, slimmer lineup adopts additional tech features, and the model also sees design tweaks inside and out. The diesel engine and the 3.0-liter V6 have been axed. The 247-horsepower 2.0-liter turbocharged Ingenium inline-four is the base engine. It's mated to an eight-speed automatic transmission and can be had with rear-wheel drive or all-wheel drive. This base engine's new model designation is P250, versus 25t previously. The step-up engine is the 296-hp version of the Ingenium 2.0-liter. Cars so equipped wear a new P300 badge, in place of the previous 30t. All-wheel drive is now standard with the 296-hp engine, and Jaguar claims a zero-to-60-mph time of 5.4 seconds for this powertrain. The exterior design tweaks include new bumpers front and rear, a reshaped rear valence, as well as new LED headlights and taillights. A wider grille with lattice mesh is supposed to draw the XE closer visually to the I-Pace EV. The previous thicket of trim levels — Premium, Prestige, R-Sport, S, Portfolio, and Landmark — have been pruned to just two: S and R-Dynamic S. Newly available is Jaguar Land Rover's InControl Touch Pro Duo infotainment system, which uses a second screen for climate control, flanked by two large knobs that can operate different functions (temperature, fan speed, and seat heating/cooling). The new rearview camera mirror eliminates blind spots, and wireless device charging has been added to the center console. Jaguar also has ditched the rotary shifter in favor of pistol-type shifter found in the F-Type and elsewhere, while surrounding it with a variety of controls, including a flipper switch to toggle among the car's different drive modes. A beefier steering wheel includes capacitive-touch switches. Newly designed seats, with standard leather, are claimed to be more comfortable, while redesigned door panels incorporate wider, softer armrests as well as increased storage capability. Base pricing climbs from $37,990 for the old rear-wheel-drive 20t to $40,895 (including destination) for the new P250. The AWD P250 is $42,894, while the P300 is $47,290. The 2020 Jaguar XE is on sale now. Related Video: