1967 Jaguar Xk Series 1 on 2040-cars

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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 E-Type 60 Collection celebrates 1961 launch and The Decade of the Cat

The night before the 1961 Geneva Motor Show, Jaguar PR man Bob Berry drove "flat out" from the English automaker's home base in Coventry to the city on the lake. Berry needed to be at the Parc des Eaux Vives in time to debut the car he was driving, a Jaguar E-Type coupe in Opalescent Gunmetal Grey with the number plate 9600 HP. Legend says he arrived at the Parc only minutes ahead of the appointed time for test drives. That morning hinted, and the decade of the 1960s would prove, that Berry also arrived driving a legend. The invited guests did so much clucking over the hardtop that Jaguar boss Sir William Lyons told famed company engineer Norman Dewis to "drop everything" and dispatch another cat to Geneva that very night. Dewis drove the roughly 700 miles in 11 hours to get a British Racing Green E-Type roadster with the number plate 77 RW to the show the following morning. To celebrate those two totems to Englishness and success, Jaguar Classic will build the E-Type 60 Collection — 12 cars sold only as six sets of two, with one coupe and one roadster in each set. All cars will be powered by rebuilt 3.8-liter straight-sixes with 265 horsepower and 260 pound-feet of torque. That motor took the show cars from zero to 60 miles per hour in 6.9 seconds, on to a top speed of 150 mph. The coupes will be painted Flat Out Grey, the roadsters in Drop Everything Green, unique colors reserved for the collection. The dozen cars will also get special design details penned by Jaguar design director Julian Thompson. Jaguar Classic already has the 12 E-Type Series 1 donor cars in its possession, and plans to begin restorations in March 2021. Jaguar hasn't mentioned pricing, and likely won't unless you intend to purchase. Seeing as a Jaguar Classic E-Type Reborn was priced at $355,000 three years ago, multiply that by two and add a touch for inflation and exclusivity for an approximate base price. If you're still interested, the E-Type 60 Collection is available to order now, so contact Jaguar Classic. 

This classic Jaguar XJ has a 720-hp ungentlemanly secret

Forget Tawny Kitaen. If you want to make a Jaguar XJ rock, just do what this guy did: stuff a heavily modified and turbocharged General Motors V8 under the hood, and take it to the track.
The video calls this Series 1 XJ a sleeper, but with its open exhaust and obvious turbo whistle, the once-gentlemanly sedan is anything but. The owner says that the engine is GM LQ9 V8 that has been stroked to 402 cubic inches putting out around 720 horsepower with 12 pounds of boost (in standard form, this 6.0-liter V8 was used in the second-gen Cadillac Escalade). Check out the video below to see what that kind of power does for this classic Jaguar in the eighth-mile.