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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Brabus shows S65 Rocket 900 Desert Gold Edition in Dubai

If it packs 900 horsepower and it's painted gold, you're probably looking at the Brabus Rocket 900 Desert Gold Edition, an extreme S-Class that debuted at the Dubai motor show. The "normal" S65 sports a 6.0-liter twin-turbo V12 pumping out 621 horsepower and 738 pound-feet of torque, and that would have been enough for most. But Brabus is there to satisfy those for whom too much is never enough, and so it revealed the Rocket 900 at the Geneva Motor Show earlier this year, raising the S65's output to 887 hp and 1,106 lb-ft of torque. Throw in upgraded aero, suspension, rolling stock, exhaust, and a fully refitted interior, and the Rocket 900 amounts to a complete transformation. Mercedes' 4Matic all-wheel drive system couldn't handle all the twist from the stock S65, so power is transmitted to the rear wheels alone. What sets the Desert Gold Edition apart from the existing Rocket 900 is its gold color scheme. The exterior is swathed in the deep gold paint, the black wheels have a gold rim on them, and even the interior gets gold updates. If you happen to be at the Dubai Motor Show, go check it out. World premiere at the DUBAI INTERNATIONAL MOTOR SHOW 2015 An homage to the Orient BRABUS ROCKET 900 "DESERT GOLD" Edition V12 with 662 kW / 900 HP, 1,500 Nm and 350 km/h plus BRABUS ROCKET 900 – that is the new reference for high performance in the luxury segment. BRABUS (Brabus-Allee, D-46240 Bottrop, phone +49 / (0) 2041 / 777-0, fax +49 / (0) 2041 / 777 111, Internet www.brabus.com) builds this supercar based on the Mercedes S 65. BRABUS developed the especially exclusive BRABUS ROCKET 900 "DESERT GOLD" Edition, which celebrates its world debut at the DUBAI INTERNATIONAL MOTOR SHOW 2015, as an homage to the Orient, where BRABUS maintains a company branch and a prestigious BRABUS Flagship Store in Dubai. The exclusive high-performance luxury liner is immediately recognizable not only due to its extraordinary "DESERT GOLD" special paintwork. The appearance of this special model is also characterized by BRABUS carbon aerodynamic-enhancement components and shiny black BRABUS Monoblock F "PLATINUM EDITION" 21-inch wheels with gold pin striping. The BRABUS fine leather interior is finished in a combination of gold and black leather. Gold-colored seams in a quilting pattern created specifically for this special model furthermore distinguish the classy interior appointments.

Recharge Wrap-Up: No new Smart Roadster, Africa to UK on one tank, Duke's efficient axial engine [w/videos]

Smart will not make another generation of the Roadster, but a Smart SUV might be in the cards. According to Smart's CEO, Annette Winkler, "The Roadster isn't a profitable business case. Everybody is keen on the car, but nobody wants to pay the bill." What Car? states that Smart is likely planning a baby SUV to take on the Nissan Juke and its ilk. But for the immediate future, Winkler says Smart "must focus on how we can maximize potential of the Fortwo and Forfour. That is strategy number one." Read more over at What Car?. A Mercedes-Benz E300 Bluetec Hybrid made the 1,223-mile trek from Africa to the UK on just one tank of fuel. Driven by Andrew Frankel of Autocar, the diesel hybrid left Tangier, Morocco with a full tank of gas (using the optional 80-liter fuel tank), and arrived in Goodwood with the car indicating 100 miles of range left. Frankel and his co-driver averaged 61.2 miles per gallon (73.6 mpg UK) on the intercontinental journey through four countries, despite elevation changes and a traffic jam. See the first video below for more information, or check out the article at Carscoops. Duke Engines promises simplicity and efficiency from the axial engine it's developing. Rather than lining up the cylinders, this engine arranges them in a circle, which allows Duke to avoid unnecessary weight. The five-cylinder, four-stroke motor manages the same amount of powerstrokes per revolution as a standard six-cylinder mill, but weighs 30 percent less. It also has much fewer parts, says Duke. Its high compression ratios mean more power with less fuel, which adds up to more efficiency and fewer emissions. The second of the two videos below, which we first found over at Sploid, explains Duke's axial engine. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Related Gallery Smart Roadster Patents Related Gallery Mercedes-Benz E400 Hybrid and E300 BlueTec Hybrid: Detroit 2012 Photos View 13 Photos News Source: Carscoops, What Car?, Sploid via World Car Fans Green Mercedes-Benz smart Fuel Efficiency Technology Emerging Technologies Diesel Vehicles Hybrid Videos recharge wrapup diesel hybrid smart roadster