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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Junkyard Gem: 2000 Jaguar S-Type

My junkyard studies of Jaguars have focused mostly on the four-wheeled felines of the 1960s through 1980s, but plenty of more recent Jags may be found in U-Pull-type yards around the continent. Today's Junkyard Gem appeared in a Northern California boneyard last summer, and it had stories to tell. Once Ford took over Jaguar in 1990, the idea of a midsize Jaguar saloon to steal sales from the BMW E39 5 Series and Lexus GS seemed like an increasingly good idea, and so a name used on a mid-1960s version of the Jaguar Mark 2 was revived for use on a car built on the same platform as the Lincoln LS. Both the new S-Type and LS appeared during the 1999 model year, and both are fairly easy to find in your local Ewe Pullet today. American S-Type buyers could choose between a 3.0-liter V6 and various flavors of V8 (including a hairy supercharged V8 good for 400 horses in the S-Type R). This car has the V6, which was based on the Duratec out of the Taurus and made 281 horsepower. In theory, American S-Type (and Lincoln LS) buyers could get a five-speed manual transmission on V6-equipped 1999-2003 cars … but I've never seen a three-pedal S-Type/LS, and I've been looking hard. As you'd expect, European S-Type buyers could get both manual transmissions and diesel engines for the duration of the car's 1999-2007 production run. This car has a ZF six-speed slushbox. The interior looks to have been in good condition when the car showed up here, and the original manuals were still in the car. Some of the wood trim got a bit cracked in the California sun during the car's two decades on the road. That sure looks a lot like a Kia Amanti nose, doesn't it? The Amanti appeared a few years later and showed strong S-Type (and E-Class) styling influence. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Beyond beautiful. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. History repeating.

2018 Jaguar F-Pace S Live Video Review | Snow day edition

We're nearing the end of our six-month long-term test of the 2018 Jaguar F-Pace S. We've put nearly 12,000 miles on the car in just a few months, and we have plans to add a few thousand more before time runs out. It's been a cold and snowy winter, so the Jaguar's combination of heated seats, an electrically-heated windshield and all-wheel drive has made it a popular choice. It's going to be a sad day when the car goes back to Jaguar, though our new long-term 2018 Honda Ridgeline will help fill our cat-sized void. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. A few months back, we did a midterm check-in on during a Facebook live video. As you can see by my coat and our white backdrop, the weather has only gotten worse. The cold does change things, so this gives us a good opportunity to see how well the F-Pace is holding up. Watch the video above or click through to see the comments on Facebook. Related Video: Image Credit: Reese Counts Design/Style Jaguar Long-Term Garage Crossover SUV Luxury Performance jaguar f-pace jaguar f-pace s