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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Jeep gunning to build 250,000 Cherokees a year

Contrary to what a certain politician may have said last year about Jeep moving to China, the automaker is in fact doing the opposite, with plans to greatly increase the production capacity at its Toledo North Assembly plant in Ohio. The Detroit Free Press is reporting that there are big plans for the 2014 Jeep Cherokee and Toledo North, as a local union president has informed the newspaper that Chrysler is planning to produce around 250,000 examples of the new midsize utility per year.
To put this number into context, 250,000 units is more than what Jeep Liberty sales totaled here over the last three years combined. Even taking into consideration that the 250,000 units will be distributed beyond US borders, that's an ambitious volume figure full-stop - and that's without taking into consideration the new Cherokee's love/hate design. In its favor, though, Jeep is making remarkable inroads globally as of late, and the Cherokee's size could work well in emerging markets. To get that kind of output from Toledo's Cherokee assembly line, Chrysler will reportedly hire 1,105 new workers - that's in addition to the 200 workers already being hired to build the popular Jeep Wrangler, which is itself expected to top 220,000 units this year.

Jeep, Ram tease SEMA builds, and one looks like a Ram 1500 TRX PHEV

SEMA is back this year, and shows no signs of cancellation. And that means a whole new crop of custom builds from not only aftermarket companies, but OEMs such as Jeep and Ram. The two brands released teasers of their modified trucks for the show, and there are a couple of seriously intriguing ones. And the most brow-raising is the silver Ram 1500 TRX that could be a plug-in hybrid. What makes us say that? Well, take a look at the badging. The "RAM" badge in the grille is bright blue. And the front tow hooks are blue, too. Those cues are signatures of the Jeep 4xe plug-in hybrid models. And Jeep isn't the only one to utilize blue badging for electrified models. Ram 1500s with the 48-volt eTorque hybrid assist get blue-highlighted badges. So it seems like a slam-dunk that the wide-bodied desert-stomper in the teaser has a hybrid powertrain. We'd bet on it being the 375-horsepower turbo-four from the Wrangler, but maybe Ram put something unique together. The next curious model is what's quite clearly a variant of the military M715 truck. It's undoubtedly this year's restomod, as Stellantis brands are wont to build. Looking closer, it has a very high roof and center-mounted spotlight. Those are cues shared with the M725 ambulance. We wouldn't be surprised if Jeep took one of the old ambulances and turned it into one beast of an overlanding rig. We're excited to see what sort of other upgrades have been done, such as what engine will be powering it. Then we come to the interior of a Jeep Wrangler Unlimited. At first glance, there doesn't seem to be much going on, at least until you look at the roof. The cargo area has a significantly raised section. And there are safari windows letting light in. It will be interesting to see what it looks like from the outside. Finally, we have teasers of what's probably a Wrangler Rubicon 4xe and a Ram 1500. The Wrangler shot is of the front fender, and the Ram is of the rear. They don't show much except what seem to be Mopar accessories. As such, we suspect these are show pieces for the Mopar catalog, and they might each have a couple of concept parts, but are otherwise a bit tame compared to the Jeep and Ram one-offs. All of these trucks will be revealed and on display at the SEMA show in Las Vegas. The show will run Nov. 2-5. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.