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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2016 Mercedes-Maybach S600 First Drive

Imagine the audacity: during the salad days of the early 2000s, the company that invented the automobile – already synonymous with class-leading luxury – sought to further expand its portfolio by crashing the ultraluxury party. Going up against the likes of Rolls-Royce and Bentley, Mercedes-Benz traded its unmistakable Three-Pointed Star for a Mighty Mouse-like logo, exhuming a stately, long-dead German marque originally founded in 1909. The long-wheelbase Maybach 62 listed at an epic $360,000, while later spinoffs included curiosities like the nearly $700,000 Zeppelin, and a roofless, seven-figure limousine dubbed Laundaulet. By the time the financial bubble finally burst in 2008, the brand's fate was all but sealed, with US sales dropping into the double digits. It limped along another four years, but when the nameplate finally went kerplunk, it left behind it a trail of disappointed movers, shakers, moguls and rappers. The perfect postmodern metaphor for the brand's funeral pyre? Kanye West and Jay-Z's Otis music video, in which a perfectly fine Maybach is chopped and deconstructed, flames spewing out the tailpipes as it powerslides through an empty parking lot. Meet The (Sorta) New Boss Rising from the ashes of hubris is the 2016 Mercedes-Maybach S600, a recalibrated stab at high-end luxury with a startlingly similar, yet different, approach to its forbear. Like the last go, the new sled features a significantly longer wheelbase, which stretches 8.1 inches over the standard S600. Additional sound damping helps it claim the quietest rear cabin in all of production automobiledom, and posher trim bits include a rim of wood surrounding the reclining rear seats. Among the livery-focused special features is a rearview mirror-mounted microphone to amplify the driver's voice, an available rear fridge, and an executive seat package with folding tray tables. The super high-end hallmarks are there – a twin-turbo V12 dispatching sub-5 second 0 to 60 times, a stunning 24 speaker Burmester sound system, double-M branded silver plate champagne flutes, et al. – but the hyperinflated price tag is not. Starting at $189,350, roughly half the cost of the old flagship, the new Maybach isn't even the most expensive Mercedes-Benz you can buy. That distinction goes to the S65 AMG Coupe, which empties your coffers to the tune of $230,900.

Lewis Hamilton wins in Hungary to stretch F1 title lead over Sebastian Vettel

BUDAPEST (Reuters) - Formula One world champion Lewis Hamilton won the Hungarian Grand Prix from pole position for Mercedes on Sunday to go into the August break with a 24-point lead over Ferrari rival Sebastian Vettel. Vettel was runner-up in Hungary, 17.1 seconds behind, and survived a late collision with Hamilton's team mate Valtteri Bottas who also banged bodywork with Red Bull's Australian Daniel Ricciardo. The victory was Hamilton's record sixth in Hungary, fifth of the season and 67th of his career. Ferrari, mourning the death of former chairman Sergio Marchionne, had Kimi Raikkonen finish third to complete a podium of champions on a dry and sweltering afternoon at the Hungaroring outside Budapest. In a race effectively decided by Saturday's wet qualifying, when Mercedes locked out the front row of the grid against expectation, Hamilton was never challenged. "We came here knowing Ferrari would be really quick this weekend so to come out with these points, we'll definitely take it as a bonus," said Hamilton in a pitlane interview after embracing team members. "I'm really happy with how strong it's come in the last couple of races. We've got to come strong in the next half," added the 33-year-old, who won in Germany from 14th place on the grid a weekend earlier. After 12 races, Hamilton has 213 points to Vettel's 189. Tire strategies were also crucial at a relatively slow and twisty circuit where overtaking is always difficult, with track temperatures hovering around 50 degrees Celsius. Vettel started on the softs and went for a longer first stint than Mercedes, worried by Ferrari's quick getaways, who opted for ultrasofts that were quicker at the start but faded more rapidly. Lining up in fourth place on the grid, Vettel grabbed third from Raikkonen immediately but could not find a way past Bottas who slotted in behind Hamilton as a defense against the red threat. "We were out of position. I think we could have gone with Lewis today with the race pace," said Vettel. "P2 is not really what we wanted this weekend but I think it was the maximum today." ANGRY VERSTAPPEN Raikkonen, without water during the race after Ferrari forgot to connect the bottle, made two stops and agreed third – his fifth successive podium finish – was the best he could have hoped for in the circumstances. "We caught up with Bottas after the first stop but there was no chance to overtake. So our option was to stop again and try again.