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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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: 1984 Jaguar XJ-S with Chevrolet V8 swap

If you wanted to do some conspicuous consumption during the 1980s, you couldn't do much better than the Series II Jaguar XJ-S. A big, decadent-looking coupe with a smooth V12 engine under its vast bonnet, a new XJ-S would have been just the thing to celebrate a fresh round of S&L looting or a Stinger missile deal with Adnan Khashoggi in 1984. The XJ-S cost plenty to keep running, though; when the third or fourth owner got tired of huge repair bills for V12 problems, a small-block Chevy V8 engine often got swapped in. Today's Junkyard Gem in Denver is such a Jag, with an early-1990s Chevy 350 residing in the engine compartment. While the good old Chevy 350 didn't purr quite as silently as the nicely balanced 5.3-liter V12, it got the job done. Some junkyard shopper had already grabbed the heads off this engine before I got to it. The block casting number indicates that the engine began life in a 1987-1995 car or truck. The small-block Chevy is a common swap for Jaguar XJs, going back to the 1960s.  The cylinder-head buyer tossed the heavy intake manifold on the roof, which would be a junkyard no-no on a nice car. This car's body isn't so nice, though. It appears that some sort of aftermarket hood scoop once lived atop these layers of body filler and pop rivets. The interior looks decent enough, though the varnish on the dashboard wood shows signs of excessive Colorado sun exposure. The MSRP on this car began at $34,700, or about $87,300 in 2020 dollars. You could get a new Cadillac Eldorado Biarritz coupe that year for just $23,737, though the real competition for the XJ-S was more likely to be a Mercedes-Benz S-Class or BMW 6 Series with two doors. The 1984 BMW 633CSi went for $39,120, while the Mercedes-Benz 500SEC cost a staggering $56,800 that year. How the mighty have fallen! This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. You can't buy the race car, but you can buy V12 power wrapped in soft leather and paneled in rare wood. Featured Gallery Junked 1984 Jaguar XJ-S View 22 Photos Auto News Jaguar Automotive History Coupe Junkyard Gems

Latest Jaguar XJ snaps show old versus new

It is a rare day when automakers line up their current models and test cars right next to each other and allow us to compare them directly. However, Jaguar ending up doing just that during cold weather testing of the face lifted XJ, providing the perfect chance to see just what the company is changing.
We spotted the refreshed XJ testing last year, and it hasn't evolved much since then. The updated model sports clear turn signals and a slightly revised front air dam. The modifications are similarly minor at the rear. The bumper appears to dip down slightly further on the new sedan. Thankfully, those gorgeous taillights are still draped over the back of the car. The exhaust outlets have switched to oval shapes rather than the current parallelograms. This alteration could just be chalked up to it being a test car, but the previous tester we saw had a similar design. It's possible that the camouflage could be hiding other revisions, but don't expect anything radical from the facelift.
Our previous report indicated that Jaguar is also planning some interior upgrades with new infotainment and ambient lighting. The company seems to feel that there isn't a point in messing with the XJ's design just yet, since all of the changes we see here are very subtle. No problems, here - to our eyes, the big Jag is still one of the prettier sedans on the road today.