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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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's F-Sleigh replaces reindeer with jet power

'Tis the season for automakers to demonstrate how they would design Santa's famous (if fictitious) sleigh. The F-Sleigh concept is based on the F-Type convertible, but this one has skids instead of wheels, a pair of jet engines in place of the supercharged V8, the requisite red nose (embossed with the Growler emblem), and of course plenty of room for gifts. This is the second time we've seen a modern Jaguar design incorporating small turbines, and takes the idea of a 550-horse open sleigh to new heights. Jaguar rendered the design in an ice sculpture and is displaying it this holiday season at the London Edition hotel in the British capital. Joining the F-Sleigh on display are some of the more tempting items from the latest Jaguar and Land Rover merchandise collections, including a 1:8 scale model of a 1957 XKSS and a Defender pedal car. But it's the centerpiece that caught our attention, looking at least as cool as some of the designs we've seen from the likes of Ford, Honda, Lexus, Bentley, or even Jaguar Land Rover's previous concepts. Now if you'll excuse us, we have to rush down to the fireplace to replace the milk and cookies with a tanker full of jet fuel. Related Video: JAGUAR UNVEILS EXCLUSIVE CHRISTMAS 'F-SLEIGH' DESIGN TO CELEBRATE THE LAUNCH OF JAGUAR AND LAND ROVER 2016 MERCHANDISE COLLECTIONS - Jaguar unveils special Christmas-themed design study codenamed F-SLEIGH - Jaguar and Land Rover host exclusive launch of new 2016 branded collection in central London - Items from the new collections available to buy at Jaguar and Land Rover retailers and online stores: https://shop.jaguar.co.uk/ / https://shop.landrover.co.uk/ (The London Edition, London W1 - 14 December 2015): Jaguar and Land Rover showcased their latest collection of branded goods alongside licensed partners in central London today, to mark the launch of the brands' 2016 collections. A special ice-sculpture of a Christmas-inspired Jaguar design was exclusively revealed at the London Edition hotel to celebrate the merchandise and luxury goods launch. Codenamed 'F-SLEIGH', the Jaguar Christmas sleigh takes inspiration from the Jaguar F-TYPE convertible, but with skates in place of wheels, a generous open luggage compartment for gifts and jet power to generate Jaguar's renowned supercharged performance through the night sky. A Growler-embossed red nose completes the F-SLEIGH's Christmas theme.

Chip Foose cooks up a custom 1974 Jaguar E-Type for SEMA

Avert your eyes, purists. California-based designer Chip Foose traveled to the 2019 SEMA show to unveil a resto-modded 1974 Jaguar E-Type built at the request of a customer. With a custom design and an American heart, the roadster took over 2 1/2 years to make. Finished in Green Sand, the E-Type was in seemingly good condition when it took up residence in Foose's shop in April 2017; it looks strikingly similar to a 48,000-mile example sold by RM Sothebys in January 2017. Many would drive it as-is, but its anonymous owner had something completely different in mind. Foose and his team modified nearly every part of the convertible's body. Builders punched out a scoop in the hood, extended the rocker panels, made the trunk lid about five inches longer, and gave the rear end a more tapered look accented by flush lights and quad exhaust tips. Even seemingly minor details were hugely important for the enthusiast who commissioned this build. While E-Type headlight bezels are readily available online, the ones on the SEMA car are hand-shaped from brass. Custom-built wheels put a modern spin on the E's original wire knock-offs. The interior looks period-correct thanks to leather upholstery, analog gauges, and a wood-rimmed steering wheel, but the list of changes is longer than the E-Type's hood. Jaguar's emblematic drop-top had a rather busy-looking dashboard topped with a padded cap and peppered with a galaxy of buttons, knobs, and switches. Foose's build adopts a cleaner, simpler design with gauges arranged in a cluster behind the steering wheel, and a chrome strip that runs across the entire dashboard. His team installed new carpet and bucket seats after concealing a modern sound system. To us, the new-look interior has more of a 1950s vibe than the original E-Type's. The changes are more than skin-deep. Tilting the hood forward reveals a Chevrolet-sourced, 6.2-liter V8 engine tuned to 525 horsepower replaces the 272-horsepower, 5.3-liter V12 this Jag came with when it was new. It shifts through a four-speed automatic transmission. Upgraded brakes and a redesigned suspension help keep the additional power in check, though performance numbers aren't available. It hopefully still has its original toolkit, as a factory-made reproduction costs nearly $1,000. There's no word on who commissioned this E-Type, but keep an eye out for it the next time you go to cars and coffee. The V8 exhales through a custom exhaust, so you might hear it before seeing it.