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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Ford spotted testing new Fiesta RS hot hatch

There's a lot to love about Focus ST and Fiesta ST, but if neither of those is enough for you, we've got good news: Ford has even more potent RS versions of both in the works. The Focus RS we already saw last month, but here we have our first spy shots of the smaller Fiesta RS undergoing testing. Spotted alongside still-camouflaged prototypes of its big brother, the new Ford Fiesta RS is wearing a modified front end, flared fenders packing a wider track and a revised rear-end. The beefed-up bodywork is all well and fine, but we're looking forward to finding out what's underneath it all. Sources point towards a 250-horsepower version of Dearborn's 1.6-liter EcoBoost turbo four, along with upgraded brakes and suspension. The big question, though, is whether the production Fiesta RS will pack the new performance all-wheel-drive system from its larger counterpart, or stick with front-drive and some sort of clever diff. It may be too early to tell, as this pocket rocket is likely a good year away from its debut, but in the meantime you can scope out the spy shots in the slideshow above for a taste of what's to come. Related Video:

Chevy Camaro is a good sport, wishes Ford Mustang Happy 50th

It was 1966 when Chevrolet launched its challenger to the wildly successful Ford Mustang, the Camaro. While the competition between the two brands was already healthy, the arrival of the Camaro set off one of the most intense, model-to-model rivalries in the industry.
That competitive spirit hasn't stopped Chevy and the Camaro from wishing Ford's iconic muscle car a Happy 50th Birthday as the Ford's April 17 anniversary rolls around. These two cars have been linked over the years, and while the rivalry took a break for a few years in the 2000s, today's competition between the Camaro and Mustang is as fierce as it's ever been.
You might recall that this friendliness when it comes to major milestones isn't too rare. Ford put on quite a display for General Motors' hundredth anniversary back in 2008. As the Camaro's fiftieth birthday approaches in 2016, we wouldn't be surprised to see the Mustang sending its best wishes to its Bowtie rival.