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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Ward's calls out Ford's EcoBoost engines for their crummy fuel economy

With a name like EcoBoost, one might expect Ford's line of turbocharged engines to be somewhat, um, economical. In other words, replacing displacement with a turbocharger is supposed to deliver better fuel economy. Based on the experience time and time again of multiple Autoblog editors, your author included, this is simply not the case. Now, Ward's is calling out the cruddy efficiency numbers of Ford's EcoBoost line of engines. The column dresses down not just the new 2.7-liter V6 of the 2015 F-150, but also the 2.3-liter of the Mustang, the 1.5-liter from the Fusion and the 3.2-liter PowerStroke diesel found in the Transit, while also explaining why just one Ford engine was named to Ward's 10 Best Engines list. In its testing of all four engines, Ward's editors never came even remotely close to matching the 2.7's claimed 26 miles per gallon (for two-wheel-drive models), with the truck's computer indicating between 17.6 and 19 mpg over a 250-odd-mile run. Calculating the fuel economy manually revealed an even more depressing 15.6 miles per gallon. Criticisms with the 2.3-liter four-cylinder focused on its strange soundtrack, although it was business as usual with the 1.5-liter and 3.2 diesel, with Ward's criticizing the fuel economy of both engines. The 1.5, which Ward's claims is sold as a hybrid alternative, failed to get over 30 miles per gallon, while the five-cylinder turbodiesel's figures couldn't stand up against FCA's 3.0-liter EcoDiesel. The entire column really is worth a read, especially if you were disappointed in Ward's decision to only salute Ford's three-cylinder EcoBoost while shunning the rest of the company's new turbocharged mills.

Ford to add 5,000 US jobs plus 3 plants and 23 vehicles globally

16 of the 23 new launches will be for the North American market.
2014 is shaping up to be a big year for Ford Motor Company, as it's announced an onslaught of 23 new global product launches which will help create 5,000 new jobs in the US. As part of the new product push, three more manufacturing plants will be opened.