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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 jumps back in the water with marinized 6.2L V8

Nameplates like the Mercury Mariner and Lincoln Navigator aside, Ford hasn't offered a marine engine in over two decades. But through a new partnership with one of the biggest names in the business, the Dearborn-based automaker is dipping its proverbial toes back in the water.
Announced yesterday at the SEMA Show in Las Vegas, the new partnership between Ford Component Sales and Indmar Marine Engines will see the 6.2-liter V8 from the F-150 SVT Raptor and F-Series Super Duty marinized for use in boats.
The largest privately owned inboard gasoline marine engine manufacturer in the world, Indmar has been in the business for 43 years, and figures the Ford V8 will be just what watersport enthusiasts are looking for to tow waterskiers and wakeboarders to their hearts' content.

Ford previews new C-Max ahead of upcoming debut

Looking at a Ford Focus? These days you can get it as a five-door hatch, a four-door sedan, or... that's all. European buyers don't even get our sedan, but they do get a wagon. And while the three-door hatch, two-door coupe and two-door cabrio have long since ended production, buyers around the world can also get the company's larger C-Max. And now, like the Focus upon which it's based, Ford is preparing to roll out a new version.
The tall wagon (or small minivan, depending on your perspective) is being treated to what Ford says is "an extreme makeover." Details to accompany the teaser image above remain few and far between, but following the spy shots we recently posted, it looks destined for some of the same visual updates as Ford rolled out on the 2015 Focus, with "even more refinement, practicality and technology."
Like the Mercedes B-Class, which is only available Stateside as an EV, American buyers can only get the C-Max in electrified form, either as the C-Max Hybrid or C-Max Energi. Overseas buyers, however, will be able to choose from a range of powertrain options and two wheelbase lengths - the longer of which boasts seven seats and the Grand C-Max name. (Remember when Chrysler did the same with its minivans?) Both are set to debut on September 17, so watch this space. After that, we'll expect to see it on display at the Paris Motor Show.