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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 F-Type Rally Car First Ride | This cat likes gravel

SOUTH WALES, U.K. — The invitation is last-minute and somewhat vague. The location, an off-road test area in South Wales known as Walter's Arena, sounds more Land Rover than Jaguar. It's also in five hours, and only a passenger seat tease is on offer. But a Jaguar rally car? Color me curious. First impressions don't disappoint. Basking at the entrance is NUB 120, so-named after its license plate and considered the most famous Jaguar XK120 of all. Built in 1950, it took three consecutive overall wins on the insanely arduous Alpine Rally. Driven by Jaguar dealer (and Olympic skier) Ian Appleyard and navigated by his wife Pat Lyons, daughter of Jaguar founder Sir William Lyons, this car helped demonstrate the power and durability of the legendary XK engine in the toughest possible test. Carrying its original paint and a few battle scars, I could stop right here. But its presence is simply justification for what's lurking a little deeper in the forest. That being an F-Type rally car. Which is exactly as wild as it sounds. Based on a regular 2.0-liter F-Type Convertible, the project riffs on Jaguar's little-known rally heritage and pending MY20 updates to the F-Type range. The 16-inch rally wheels, gravel tires, custom fabricated roll cage and hood-mounted spots are not adornments destined for any production F-Type. That said, it's clearly been built to do more than sit on an auto show plinth. This initially seems like the sort of thing that'd be an after-hours project by Jaguar Land Rover's Special Vehicle Operations department, the same guys who cooked up the Project 7 F-Type and XE SV Project 8 sedan. But there's something about the Below Zero Ice Driving branding on the support truck that rings a bell. SVO supplied the graphics and items like the F-Type GT4 carbon fiber door cards, but it turns out the actual build was outsourced to a specialist outfit. Their expertise is turning sports cars into rally machines, this following the FIA's ongoing efforts to revive the sport's sideways, rear-wheel drive traditions. See the Toyota GT86 CS-R3 and initiatives like the R-GT Cup, the latter popular with privateers in converted 911 GT3s and inspiring Porsche's recent toe-in-the-water Cayman GT4 Clubsport rally car. Then it clicks — the crew are from Tuthill Porsche, a celebrated restoration and race shop between London and Birmingham with a huge presence in historic competition. They also have a sideline running Swedish ice driving experiences in old Porsches.

Jaguar I-Pace eTrohpy battery-electric racecar

Related: We obsessively covered the Frankfurt Motor Show — here's our complete coverage Jaguar's first battery-electric vehicle is the I-Pace eTrophy. The luxury automaker debuted the I-Pace at the 2017 Frankfurt Motor Show. Jaguar plans to electrify all new models by 2020. Green Jaguar Autoblog Minute Videos Original Video