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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Lister LFT-C brings 666 horsepower to the Jaguar F-Type

Lister just announced a limited run of its LFT-C Jaguar F-Type conversion cars. It made 99 of the coupes in this spec, but now there will be 10 convertibles available for purchase worldwide. The LFT-C name further confuses Lister's naming for this car, which was initially known as the Thunder, then morphed into the LFT-666, and now these new convertibles are called LFT-C. We would've just stuck with Thunder all along and called this one a Thunder convertible. It makes the same 666 horsepower as the Lister F-Types before it, but that's still substantially more than the 575 horsepower out of the F-Type SVR. Lister does a lot of its own work to the 5.0-liter supercharged V8 to eke out the extra horsepower on top of what Jag is able to do with its performance division at the factory. The nice part of this aftermarket work is that it still comes with a seven-year warranty from Lister, so it's similar to a new car powertrain warranty. This should give you some peace of mind when dashing to 62 mph in just over three seconds. Related: Lister Knobbly roadster gets green light for production There's more than just engine work done to the LFT-C, though. Lister has designed its own suspension, exhaust, braking system and wheels to bring the rest of the car up to snuff. Carbon fiber body panels replace everything from Jaguar where possible. Other Lister design touches on the exterior include a new front bumper, front splitter, rear diffuser, rear spoiler, rear wheel arches, a new grille design and lightweight alloy wheels fitted with Michelin tires. Lister is differentiating this 10-car run by adding in a unique interior, but customers can request anything they desire on the customization front. With so few cars available, it's unlikely to see one on this side of the world after being manufactured in the U.K. That said, we asked Lister, and they said you can buy one here. Base price for the LFT-C is a cool $182,995, and that's only where it starts. We're sure customization options will allow it to skyrocket from there. The price for a base F-Type SVR Convertible is $127,725, so you're looking at a hefty premium over the donor car for what Lister has to offer. The LFT-C is available to order now.

Jaguar Land Rover gets to work on new university R&D center

Jaguar Land Rover has a raft of new products in the pipeline, from the new Defender to the next-generation XF sedan. But new product isn't the only thing the British automaker is investing in: it's also opening new facilities around the world, including what it's calling the National Automotive Innovation Centre back home in the UK. Based at the University of Warwick, the new $220-million R&D center is the result of a joint effort between JLR, its parent company Tata, the manufacturing arm of the university and the British government. The facility will bring together professionals from the automaker as well as its suppliers with academics to encourage, as the name suggests, innovation in the automotive sector. Its 355,000 square feet are earmarked to become the hub for Jaguar Land Rover's advanced research activities, including "workshops, laboratories, virtual engineering suites and advanced powertrain facilities, equipped to enable a full range of design, visualisation and prototyping activities." The cornerstore was just laid in a ceremony this week, but the facility isn't due to open until the Spring of 2017 when it will encompass some 1,000 employees, including 600 relocated by JLR to the new location from other sites in the UK. Related Video: Construction Begins On New UK Automotive Innovation Centre For Jaguar Land Rover - GBP150 million National Automotive Innovation Centre (NAIC) will open in Spring 2017, providing a state-of-the-art technology hub for Jaguar Land Rover's advanced research team and collaborative partners from the supply chain and academia - To keep the UK and Jaguar Land Rover at the forefront of global innovation, the team will develop the vehicles and personal mobility solutions of the future - The NAIC will focus on inspiring the next generation of engineers - from schoolchildren to undergraduates.