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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 XE SV Project 8 now available for Nurburgring rides

There are a number of ways to experience the Nurburgring Nordschleife, including being driven around by a professional driver. Jaguar runs its own program that does just such a thing called the Race Taxi program. It just became even more appealing because Jaguar has added the XE SV Project 8 as one of the available cars. In case you had forgotten, it's a special car for the program because it currently holds the record for fastest production sedan at the track. Even without a record to its fame, the Jaguar XE SV Project 8 is special for other reasons. It's the most powerful production Jaguar with 592 horsepower. That engine can propel it to 60 mph in a claimed 3.3 seconds. Most of the car's exterior is completely unique to the car. It's a rare machine, too, with only 300 sold. If you want to go for a ride, well first you have to get to the Nurburgring. But once you're there, hand Jaguar 199 euros, or about $227 at current exchange rates, and a driver will take you for a lap of the track. The company brags that you'll experience speeds of over 155 mph, and hit 1.8g in the steeply banked Karussell corner. You only get the one lap, but at least you know it will be a roughly 7 1/2 -minute thrill ride. If you can't get into the Project 8, you'll still be able to ride along in the 575-horsepower F-Type SVR or XJR575. Related Video:

Jaguar unveils a Touring version of the XE SV Project 8 super sedan

Jaguar produced just 300 examples of the bonkers XE SV Project 8 super sedan. Now, it's going to build 15 more, but in a new street-spec Touring form. It's essentially the same as the track-spec version, but you lose the extreme aero elements. If you remember the Project 8 from a couple years ago, you know it has an adjustable carbon fiber wing sitting atop the decklid. This one just has a small lip spoiler, giving it a more discreet look. Additionally, the adjustable front splitter is swapped for a smaller fixed one that is less likely to scrape on everything you encounter on the road. Finally, Jaguar removed the aggressive decals, but you're allowed to put those back on optionally if you so choose. The Touring retains the 5.0-liter supercharged V8 making 592 horsepower and 516 pound-feet of torque. That's good for a 0-60 mph run in just 3.3 seconds. There is some bad news for those angling for the highest top speed, though. Jaguar limits the wingless Touring to just 186 mph, whereas the more stable, regular SV Project 8 is allowed to hit 200 mph. Another bit exclusive to the Touring is the required four-seat configuration. You were able to option the standard car with a half roll cage in place of the rear seats. But hey, don't you want to drive your friends around in your stupid-fast Jaguar? Weirdly enough, the Touring is actually a hair more expensive than the standard car. You'll be looking at a standard price of just over $190,000 to the regular car's $187,500 starting price. The difference is negligible at that point, and the Touring will actually be far more exclusive than the already limited standard Project 8. We certainly like the looks of the Touring version — it reminds us of the Porsche 911 GT3 Touring in nature and purpose, and there's a whole lot to love about that car. Jaguar says that even though it's only making 15 of them, some slots are still open for ordering. If the most powerful Jag without a wing strikes your fancy, we'd recommend getting in touch with Jaguar sooner rather than later.