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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

AMC Trans Am Javelin SST, an ultra-rare underdog, is up for auction

Among the rarest of the American muscle cars that went racing in the early Seventies — cars including the Camaro Z/28 and the Boss 302 Mustang — the 1970 AMC Trans Am Javelin SST may be the most hard to find, and among the most valuable. Only 100 units of this unique Javelin were produced, and one of them is up for auction at the Mecum event in Dallas on September 20. The Trans Am Javelin was fashioned in a patriotic livery of tricolor paint — red, white and blue — and arrived after the American Motors Corporation had decided in 1968 to compete in the Trans Am racing series against Ford and General Motors. The company's chief driver, Mark Donohue, would dominate the 1971 season, taking seven wins in his Javelin AMX and that yearÂ’s SCCA Trans-Am Championship. AMC took the trophy with 82 points, well ahead of Ford's 61, Chevrolet's 17 and Pontiac's paltry 7. The example listed for auction came equipped with a 390-cubic-inch V-8 engine with 325 horsepower at 5,000 rpm and 420 pound-feet of torque, power steering and brakes, dual exhaust, BorgWarner four-speed manual transmission and Hurst competition shifter. Its “ram induction system” sealed a chamber around the air filter so that cool air from the functional hood scoop would be funneled into the intake. This JavÂ’s factory price was $3,995 — a mere $32,000 or so in today's money, though it was expensive by the standards of the time. The 100 Trans Ams were among 19,714 Javelin units built in 1970, so they started out rare, and today the surviving examples are highly collectible, if and when they come up for sale. No bid estimate is available yet. Related Video: Motorsports Chevrolet Ford Pontiac Auctions Automotive History Racing Vehicles Classics

Ford invests $682 million in Edge-producing Canadian facility

Ford announced that it's investing $682 million in its Oakville assembly plant in Ontario, Canada, to make it a global manufacturing plant, which the automaker also says secures 2,800 jobs there. Including this injection of cash, Ford has invested over $2 billion in Canada in the last decade, starting with nearly $1 billion for Oakville in 2004, and over $570 million for its Essex Engine Plant in 2010.
The move to make Oakville a global manufacturer of Ford vehicles means, "If consumers suddenly shift their buying habits, we can seamlessly change our production mix without having to idle a plant," says Joe Hinrichs, Ford's president of the Americas.
Ford says that the latest investment will help it meet North American demand for the Oakville-produced Edge crossover, which is on track this year to beat 2007's US sales record of 130,000 Edges. The Ford Flex and Lincoln MKX and MKT are also manufactured at the plant.