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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

Jaguar XE SV Project 8 slices record Nuburgring lap down to 7:18.361

No production four-door vehicle has ever come close to breaking a seven-minute lap on Germany's Nuburgring (we see you WRX STI Type RA NBR), but manufacturers are slowly inching toward the achievement a few seconds at a time. Jaguar announced that it returned to the famed racetrack with its XE SV Project 8 and clocked a 7:18.361 lap, a new sedan record that's 2.9 seconds faster than the Project 8's previous record.  When Jaguar debuted the Project 8 in 2017, it had the makings of a specialty car that would slither into the shadows as quickly as it blasted onto the scene. But it's been quite the opposite. Jaguar has continued development of the vehicle and offers three different versions, including a touring variant. Production has lasted into the 2019 model year, and we recently tested one to get a handle of just how monstrous the thing truly is.  Much can change and be learned in two years, though, and Jaguar wanted to follow up its first trip to the Nurburgring, where it posted a record-setting time of 7:21.23. Under the guidance of Project 8 development driver Vincent Radermecker, the Jag ran the circuit in 7:18.361 on July 8, 2019. It did so in two-seat track pack spec and on Michelin Pilot Sport Cup 2 R tires. Jaguar made sure to clarify a detail about the run and the time. The 2017 time was done on the then-used 20.6-kilometer (12.8 miles) setup, and so was this time. But starting in 2019, the Nurburgring began officially recording times on the full 20.832-kilometer (12.94 miles) lap. Using the 20.832 lap, the Project 8 recorded a time of 7:23.164. With that run, the 592-horsepower supercharged Project 8 is the first vehicle to set an official whole lap record in the mid-range production car class. Watch the 7:18 run in 360-degree video below.   This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.