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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Lewis Hamilton wins Spanish Grand Prix, takes 17-point lead over Vettel

BARCELONA, SPAIN – Lewis Hamilton won the Spanish Grand Prix in a commanding Mercedes one-two on Sunday to stretch his Formula One lead over Ferrari's Sebastian Vettel, who finished fourth, to 17 points. The victory, in a race that stayed dry despite the threat of rain, was the Briton's second of the season, 64th of his career and third at the Circuit de Catalunya. It also set a record, one that Hamilton had previously shared with seven times champion Michael Schumacher, of 41 wins from pole position. "This is more like it, let's keep this up," Hamilton told his celebrating team over the radio as he swept past the checkered flag. "Today the car and myself, I felt that synergy which I hadn't been feeling for the whole year," he added in a pre-podium interview after parking up in pit lane. "It's a good feeling." Hamilton's win followed on from the lucky victory that fell into his lap in Azerbaijan two weekends ago, but Sunday had nothing to do with chance and all to do with the champions being back to their best. He now has 95 points to Vettel's 78 after five rounds of the 21-race championship. Mercedes regained the lead in the constructors' standings and are now 27 points clear of Ferrari who had 2007 world champion Kimi Raikkonen retire from the race. Finland's Valtteri Bottas was second, a hefty 20.5 seconds behind, with Dutch 20-year-old Max Verstappen completing the podium for Red Bull – his first of an incident-filled season. Australian Daniel Ricciardo was fifth for Red Bull, ahead of Denmark's Kevin Magnussen for Haas and Spaniards Carlos Sainz (Renault) and Fernando Alonso (eighth for McLaren). Sainz's points lifted Renault ahead of McLaren and into fourth place by a single point. Mexican Sergio Perez was ninth for Force India and Monegasque rookie Charles Leclerc took the final point for Sauber. While Hamilton pulled away cleanly at the start, and Vettel passed Bottas into the first corner for second place, there was carnage behind as Romain Grosjean spun his Haas in a cloud of smoke. The Frenchman then collected the Renault of Nico Hulkenberg and Pierre Gasly's Toro Rosso in a major smash, fortunately without injury, that brought out the safety car for the first six laps. Stewards gave him two penalty points and imposed a three-place grid drop for the next race in Monaco.

Toyota and Mercedes begin the Super Bowl ad teases with dads and hares

Advertising Age says pregame buzz is where Super Bowl advertisers really build momentum for their Big Game commercials, so let the teasing continue. We've seen the 30-second spot for the Lexus NX, Mercedes-Benz and Toyota are next out of the tunnel with campaigns that focus on a fable and fathers, respectively. The Mercedes tease gets former NFL wide receiver Jerry Rice lining up a talking-heads debate with eight-year-old Andrew Hunter about whether Hunter's hare could beat a tortoise in a race, but it's a disaster before it even begins. In what will be a continuing storyline, a social media component lets people side with #TeamTortoise or #TeamHare, with "a Big Race viewing party" going to a lucky winner. Mercedes also promises there'll be a hero at the end, which we imagine will something in the Three-Pointed-Star family as opposed to the Testudinae or Leporidae families. Toyota's all about the biological family, rolling out a series of tweets and Vine videos showing off ex-NFL'ers and their kids to hype the "One Bold Choice Leads to Another" campaign for the Camry. The profiled paterfamiliae will be examples of those "who have contributed to their families' lives in bold ways." A 60-second spot during the pre-game will feature Paralympic athlete Amy Purdy, then those stand-up dads will get their own 60 seconds during the second quarter. The social media tag for this one is #OneBoldChoice. You can watch Mercedes' opening salvo above, and check out a Toyota tweet with ex-quarterback Kurt Warner below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: Automotive News - sub. req., Mercedes-Benz, Toyota via YouTube (M-B), Twitter (Toyota) Celebrities Marketing/Advertising Mercedes-Benz Toyota Super Bowl Commercials Videos