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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2021 Jaguar F-Type pricing announced, including a big decrease

CHICAGO — Jaguar unveiled the redesigned 2021 F-Type coupe and convertible just before the end of 2019, but pricing was kept in the dark. Today, at the 2020 Chicago Auto Show, Jaguar put numbers to trims, and the starting price remains the same at $62,625, including destination. Other trims, however, see somewhat significant price increases or decreases. For now, Jaguar released information for coupe and convertible versions of the P300, the P300 First Edition, the all-wheel-drive P380 R-Dynamic, and the all-wheel-drive R. The P300, with a 296-horsepower turbocharged 2.0-liter inline-four and rear-wheel drive, opens the books at $62,625, including destination, which is the same as the 2020 model. A First Edition, which is based on the P300 R-Dynamic, features the Exterior Design Pack and 20-inch Gloss Technical Gray wheels and starts at $74,125.  The P380 R-Dynamic with a 380-horsepower supercharged 3.0-liter V6 and all-wheel drive starts at $82,825, which is a major price decrease from 2020's price of $88,325. The most powerful version in the current 2021 F-Type lineup is the R (an SVR is expected at a later time). With a 575-horsepower supercharged V8 and all-wheel drive, the 2021 F-Type R starts at $104,225, which is slightly more expensive than the $102,825 price for 2020. All four detailed trims are also available as convertibles. On the P300 and P380 R-Dynamic, the convertible is a $3,100 upcharge. For the First Edition, the convertible is $2,300 more expensive, and the convertible R is $2,700 more expensive than the coupe.

First Jaguar C-Type Continuation ready for delivery, and you can still buy one

Jaguar's XK120-C is known by its far more famous name, C-Type, known for winning Le Mans twice, and known for being the first car equipped with disc brakes to win a race in international competition. That latter victory happened on June 29, 1952, at the sports car race held ahead of the Formula II Grand Prix at Reims, France, with Sir Stirling Moss at the wheel. Today marking the 70th anniversary of that win, Jaguar has chosen it to announce the first C-Type Continuation is ready for delivery. This is one of eight continuation C-Types the English automaker announced in January 2021, all of them built to similar specification as the 1953 C-Type that earned the model's second win at La Sarthe, meaning a 3.4-liter, 220-horsepower straight-six sporting three Weber carbs and disc brakes at the four corners. This one is finished in Pastel Green paint with Suede Green seats, recalling the car Moss raced in Reims the year before. The Continuations are being built at the Jaguar Classic Works in Coventry, each needing 3,000 hours to complete due to using the same build techniques that went into creating the original cars. After the build, Classics engineers put each example through 250-mile shakedown. Once the run is complete, Jaguar said it planned to host a motorsports-themed celebration for the octet. Owners can enjoy plenty of other track days as well, the Continuations being approved by the FIA to run in all FIA Historic events. Owners won't need to worry about seeing their car everywhere, either, since the C-Type is a rarity even with these additions; Jaguar only built 53 of the original. Seems an undisclosed number of C-Type Continuations are still available to purchase. If visuals can sway any prospective buyers, Jaguar created a configurator showcasing the 12 exterior colors, eight leather hues, and two roundels that can be optioned. The carmaker hasn't mentioned pricing publicly, but it's thought to be north of seven figures.