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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Jaguar turned to Twitter and Facebook to reveal the production form of its coming XE sedan that we'll see for real at the Paris Motor Show. This is the first of a series of show-offs, Jaguar planning to wrap the bodywork in see-through camo that shows off the aluminum monocoque and other internals the company will use to promote the XE over its German rivals. That aluminum structure, which Jaguar calls iQ[Al], will also be used for other Jaguar and Land Rover vehicles.
Underneath that long bonnet and ahead of that terribly short trunk will come a series of Ingenium engines, the 2.0-liter turbocharged four-cylinder engines in diesel and petrol forms that will come in a variety of power options, and the 3.0-liter supercharged V6 that can also be found in the F-Type. Before the XE goes on sale early next year, you can click the image above to get a slightly larger view of what the The Leaping Cat's near future looks like.

90th Anniversary Edition signals end of Jaguar F-Pace in Europe

Jaguar is gradually paring down its global range of models as it prepares to start from scratch in a bid to move upmarket. After the XE and the F-Type, it's the F-Pace's turn to sign off in many countries. Launched in 2016, the company's first SUV — and one of its all-time best-selling models — will retire from the European market later in 2024 with a limited-edition model called 90th Anniversary Edition. No, the F-Pace isn't turning 90; the name is a reference to nine decades of Jaguar's internal-combustion engines. Based on the R-Dynamic version, the commemorative SUV gets an edition-specific exterior emblem on the hatch and not much else. It features the same blacked-out trim as the R-Dynamic, and Jaguar notes that buyers have several options to choose from including a panoramic roof and tinted windows. Inside, you'll find sport seats for the front passengers, contrast stitching, and aluminum trim. The S, SE and HSE trim levels can be ordered with the 90th Anniversary package, and the SUV is on sale now in several global markets. We won't get it in the United States, however. "We have not announced end of production or the final model year [for the F-Pace on the American market]. [Production of] the F-Pace will continue in our Solihull plant for the foreseeable future," a spokesperson for the British company told Autoblog via email. Now what? We'll need to be patient to find out what's next. Jaguar has announced plans to shift up a notch or two in the industry's pecking order to take on Bentley, among other brands; as it stands, it's positioned on about the same level as BMW and Mercedes-Benz. This bold move will be accompanied by a shift toward an electric-only range of models. Earlier rumors have detailed three models: a sporty sedan aimed at the Porsche Taycan, a more luxury-focused sedan about as long as the now-retired Bentley Mulsanne, and a big SUV aimed at the Bentayga. If everything goes according to plan, the first of these three models will land in 2025 on a new, purpose-designed architecture. Until then, with the F-Pace nearly out of the picture the global Jaguar range will consist of the electric I-Pace, the E-Pace crossover and the XF sedan. Related video: Featured Gallery 2024 Jaguar F-Pace 90th Anniversary Edition, official images Jaguar SUV Luxury