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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Watch Piquet and Mansell bend some sheetmetal in Ford Fusion GP

As we told you about before, there were four episodes planned for the Ford Fusion GP campaign in Brazil, and the whole series has now run its course. The Ford ads pit Brazilian Formula One driver Nelson Piquet against English F1 pilot Nigel Mansell driving the new Fusion, the two coming together again after their partnership at the Williams F1 team ended in a miserable state more than 20 years ago.
They're lined up for you below, in reverse chronological order. You should watch number three first, though, as it adds a bit more spice to the NASCAR action in the fourth.

Petrolicious pays visit to tuning sensation the Ringbrothers

We caught up with a few projects from Ringbrothers at SEMA this year: a classic Ford Mustang body rendered in carbon fiber, and a De Tomaso Pantera-based concept that made us swoon.
It's with good timing then, that our friends at Petrolicious have uploaded their newest, well-crafted mini-documentary to the expansive airwaves of the Internet. Here, we meet the brothers Ring in person - Mike and Jim - and see how they've lent they're passion for craftsmanship to their business, along with their surname. A 1964 Ford Fairlane dubbed "Afterburner" and a 1965 Mustang called "Producer" star in this show.