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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Canadians build Jeep Wrangler out of cans for charity

The Jeep Wrangler can do a lot of things. It can traverse most any terrain, take you to work, the kids to school, get you and your friends to the surf on time, and so on. Turns out it can also feed the hungry – or at least this one can. And by can, we mean actual cans of food. To celebrate Canada Day (which was Wednesday), Jeep recreated a Wrangler out of more than 4,500 cans of food. The project was undertaken together with Canstruction Inc, a charity that works to fight hunger and poverty, serve the community, and promote science, technology, engineering, and math. The full-scale replica took a team of teenagers a good 12 hours to build. It's being displayed at Vancouver's waterfront Canada Place during the festivities, after which it will be dismantled to provide 3,120 meals for the hungry through the Greater Vancouver Food Bank Society. This is the second such project we've seen FCA Canada undertake together with Canstruction. Last time it was a Dodge Grand Caravan created to celebrate the minivan's 30th anniversary. It was built out of 30,000 cans and displayed in downtown Toronto before being distributed as 2,000 food baskets through the Daily Bread Food Bank. Next time maybe we'll see a Viper or Challenger made out of cans on display in Montreal during the Canadian Grand Prix weekend and donated to the Old Brewery Mission, which this writer knows first-hand does good work to feed Montrealers in need. Related Video: JEEP® AND THE FCA FOUNDATION CELEBRATE CANADA DAY WITH LIFE-SIZE 'CANSTRUCTION®' OF JEEP® WRANGLER FOR CHARITY - Full-scale Jeep® Wrangler built from over 4,500 cans of food will provide more than 3,120 meals to Greater Vancouver Food Bank Society - Vehicle built by local students 12-18 years of age - Jeep and the FCA Foundation again partnered with Canstruction® Inc. for the build, an international non-profit organization that aims to raise awareness for hunger and poverty, along with Science, Technology, Engineering and Math (STEM) principals, plus community service - Public can stop by Canada Place on Canada Day to take a #JeepCANselfie in the vehicle - In 2014, FCA Canada was the top-selling automaker in B.C., a title it's retained thus far in 2015 - Jeep Wrangler is B.C.'s best-selling small SUV by more than double its closest competitor July 1, 2015 , Vancouver, B.C.