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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 may join the FWD, small-car parade

Was it right for Chevrolet to detune the 1975 Corvette's base engine to 165 horsepower? Was Aston Martin wrong to make the Toyota iQ-based Cygnet? Is BMW crazy to be testing the new 1 Series with three-cylinder engines and front-wheel drive? It seems now, just as in the 1970s and 1980s, that emissions regulations and social considerations are driving some automakers to adopt unbefitting practices to maintain acceptance in the eyes of governments and consumers. Jaguar has jumped on the bandwagon, and is considering development of small, frugal, front-wheel-drive cars to help lower Jaguar Land Rover's average vehicle CO2 levels in light of tightening European emissions regulations, Autocar reports.
By 2020, the European Union expects the model range of every manufacturer to average 95 grams per kilometer, which is a new law passed by the European Parliament in April. Manufacturers who make more than 300,000 vehicles per year must meet these targets, and JLR is expected to be producing up to 700,000 vehicles per year by then. CO2 regulations after 2020 will only get stricter, as EU politicians already are talking about lowering CO2 levels to between 68 g/km and 78 g/km. (To put that in perspective, Autocar posits that driving a fully charged electric vehicle in Europe produces about 75 g/km when factoring in the power-generation infrastructure.)
Jaguar has some choices here, but so far they all have drawbacks. It could develop a new, compact chassis architecture for a line of compact vehicles, but the investment required for such a project could be prohibitively expensive. Jaguar has been looking into using the Land Rover Evoque platform for a small SUV, Autocar reports, but Land Rover brand manager John Edwards raises issue with such a plan, saying it may not be financially feasible.

Lexus RC F takes star turn in 'Men in Black: International' blockbuster

Here's a little car candy for the holidays. There have been three :Men in Black" films, the last one in 2012 (even though it seems a lot longer ago, doesn't it?). "Men in Black: International," due for release on June 14, looks like it will showcase its vehicles in a way the previous movies didn't, starting with getting the Lexus RC F ready for its close-up. This will be Lexus' second blockbuster turn in two years, after putting an LC in the line of fire in this year's "Black Panther". And if "MIB: International" gives off the whiff of petrol, that's at last partly because F. Gary Gray directs, the man behind 2003's "The Italian Job " and 2017's " The Fate of the Furious." This is the first "MIB" to give the agents a whiz-bang modern car. The most modern vehicle previously was a "new hotness" 2003 Mercedes-Benz E550 in the 2002 sequel, but that was primarily a joke referring to the 1986 Ford LTD, referred to as a "Ford P.O.S.," in the first movie. The third film, which took place in the sixties, used a 1964 Ford Galaxie. "MIB: International" includes a few throwbacks to the movies and the television series. The RC F goes airborne with the help of a big red button, just like that '86 LTD. A bigger and better hovercycle ties into the hovercycle from the TV show. The all-new move comes with a mid-seventies Jaguar XJ; whereas the first agents merely retrieved their weapons from the trunk, the XJ not only holds weapons, it disassembles into weapons systems. As Jalopnik noted, in many ways this movie " looks just like 'Thor: Ragnarok' but set in a different universe." Should go well enough with a bucket of popcorn and pail of Coca-Cola, though. Related Video: