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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

Jaguar redesigned the F-Type for 2021, and you can win one here

Autoblog may receive a share from purchases made via links on this page. Pricing and availability are subject to change. No donation or payment is necessary to enter or win this sweepstakes. See official rules on Omaze. Before it was redesigned for the 2021 model year, the Jaguar F-Type was one of the best-looking vehicles on the market. The same can be said for the updated version. What also hasn’t changed is the fact that, while it looks great, it sounds even better. Thanks to a supercharged V8 that makes 575 horsepower, the growl of the F-Type can be heard long before you see it coming. Oh, itÂ’ll turn heads. ItÂ’s also quite a bit of fun to drive too. And Omaze is giving one away.  Win a 2021 Jaguar F-Type R Coupe - Enter at Omaze HereÂ’s what we thought of the F-Type when we first drove it last summer: “Being behind the wheel of the V8-powered F-Type R also remains an absolute hoot. You sit low in the cockpit, looking out over the long hood — we couldnÂ’t see the end of it without raising the seat up a smidge. The round steering wheel is large for a sports car, and while the leather is supple and grippy, it was tough to find a position where our hands were comfortable and our fingers could reach the clicky metal paddle shifters. Two seat types are available on F-Type models, but the more aggressive 'Performance' seats come standard on the R. TheyÂ’re plenty bolstered, but wide enough to not be restricting on longer journeys. “The supercharged V8 fires up with a loud snarl, but a new Quiet Start mode can tone it down by closing the valves in the exhaust at startup. Your next-door neighbors will appreciate this feature, as the F-Type R is one of the loudest vehicles with a factory exhaust weÂ’ve ever tested. The engine and exhaust dominate the experience of the car from start to finish. Volume levels range from extremely loud to how the hell is this legal?  “Jaguar claims 60 mph comes in just 3.5 seconds, so acceleration within the speed limits is short-lived. This engineÂ’s nature, the way it makes power, is the most alluring part of the acceleration. You donÂ’t have to wait that split second for a couple turbos to spin up. The power is simply here, and thereÂ’s zero disconnect between your right foot and the Jag bounding forward. DonÂ’t shift before max horsepower comes on at 6,500 rpm, either, as the feeling of forward thrust just gets stronger the more you wind it out.