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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Daily Driver: 2016 Mercedes-Maybach S600

Daily Driver videos are micro-reviews of vehicles in the Autoblog press fleet, featuring impressions from the staffers that drive them every day. Today's Daily Driver features the 2016 Mercedes-Maybach S600, reviewed by Adam Morath and Greg Migliore. You can watch the video above or read a transcript below. Watch more Autoblog videos at /videos. VIDEO TRANSCRIPTAdam: [00:00:03] Hi, I'm Adam Morath for Autoblog and I busted out the bowtie for today's Daily Driver because we are in a 2016 Mercedes-Maybach S600. Now, this is like the S-Class on caviar. They've taken one of the most refined vehicles in the world, dropped a V12 under the hood and added tons of content, but it's also one of the rare examples where the best place for review the car is not from the drivers' seat. I'm going to kick it back to my associate, [00:30:00] Greg Migliore to tell you a little bit more about this car.Greg: All right, well thanks, Adam. It's really great to be rolling around in Birmingham with my footmen... I mean co-worker, Adam. I'm in the back of the S600 here. This Maybach is spectacular in so many ways back here. I'm really up to my elbows, up to my waist in heated leather. Everything here is heated. It's a really, really, bespoke setting. Now, it's almost 3:00. I think, you know, happy hour is near. I could go for a drink. [00:01:00] The Maybach has you covered. Pop this right down, you're going to pull this out right here where my liquor is chilling and there is a nice faster right here in the center console where you can put your goblet down and these prongs stick out and wrap around the stem of the base, so you know, if Adam hits a bump here, hey, I'm cool, it's no problem. Now, while I'm back here, there's so many things I can do. There's a tablet in front of me. [00:01:30] There's a remote control, light very aerodynamic if there is such a thing for a remote. I'm going to tune up the radio here, put on some, I think I'll tune up the symphony hall, because that is what is appropriate in this vehicle. I can also queue up a massage if I would like. All jokes aside though. The Maybach is big business for Mercedes. They brought this name back recently because there's a different sort of value than just a standard S class and that actually allows them to capitalize [00:02:00] on a pretty lucrative market. It starts at about $190 and I can tell you for sure this is not an entry level car, so I'm sure we're looking at over $200, in that range, but you get a lot.

Mercedes sketches new DTM C-Class

Mercedes-AMG has two racecars on tap for 2016: the AMG GT3 for FIA GT3 sports car racing and the Mercedes-AMG DTM racer in the German Touring Car series. We have our first sketches of the latter, based on the 503-horsepower C63 Coupe, just lower, wider, and meaner. Naturally, a different motor goes in the DTM car, series regulations prohibiting turbocharging and dictating a 4.0-liter, naturally-aspirated V8 with 90-degree vee angle and a maximum of 500 hp. In 2017 the regulations will change to mandate 2.0-liter, four-cylinder turbocharged motors with about 600 hp in a Class One car. The switch will align DTM regs with Japan's Super GT and IMSA here in the US, so they can move between series' with minimal changes. That has the possibility of at least doubling the number of automakers on the grid – the German three and the Japanese three at once – and enabling a World Cup series held in the off-season between 2017 and 2018. Since 2000 Mercedes has won six Driver's Championships in DTM and nine Constructor's Championships, but it hasn't taken home a trophy since 2010. With six races to go in the season it has a team in second place, six points behind the leader. The press release below outlines the new aims. Mercedes-AMG DTM Team present first outlines of 2016 race car - Looking ahead to the 2016 season: How the new DTM car fielded by the Mercedes-AMG DTM Team will look - Ulrich Fritz: "Our aim with this vehicle is, of course, to continue the Mercedes-Benz success story in the DTM." Stuttgart, Aug 29, 2015 - The 2015 DTM season reaches its climax in September. But even before the final race weekends of the year, the Mercedes-AMG DTM Team are providing an insight into what lies ahead for the race series, revealing the first designs of the car that they will enter for the 2016 campaign. The 2016 DTM car to be deployed by the Mercedes-AMG DTM team follows on from successful predecessors that include the most successful car in DTM history – the AMG Mercedes C-Class with which Mercedes-AMG drivers secured 85 victories in 159 races. "The new Mercedes-AMG C 63 Coupe will again set new standards for driving dynamics and design. So, the vehicle provides the ideal basis for our DTM car," said Head of Mercedes-AMG DTM Ulrich Fritz. "I'm already looking forward to seeing the new Mercedes-AMG C 63 DTM compete in 2016.