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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Jaguar I-Pace electric crossover sales are taking off

Earlier this month, it was reported that Jaguar Land Rover is due for a turnaround plan to cut costs and improve cash flow. The owner of JLR, Tata Motors, is scheduling a 18-month plan called "Project Change," worth $3.2 billion. But it seems a step in the right direction has already been taken with the introduction of Jaguar's electric I-Pace: InsideEVs is reporting that Jaguar sold 1,200 I-Pace models in October, which represents strong growth for the brand and the new model. 8.7 percent of Jaguar's total October sales consisted of the I-Pace, meaning that the total October sales volume of 13,764 units was largely boosted by the new electric crossover. Total sales were up 11.6 percent, and it was overall the best October ever for JLR. Some 2,500 I-Pace crossovers have been sold so far. The October sales figure is a noticeable rise from September's 710 cars, which itself is a strong pickup from just 140 cars sold in August. These are signs of both production and sales perking up, and it wouldn't be surprising to see monthly I-Pace sales hit 2,000 units sometime soon. It helps that the I-Pace is priced competitively with Tesla Models S and X, starting at $70,495 including destination charge, with Jaguar-like performance and looks. Last month, we reported of Jaguar possibly going electric-only in the next decade, with a portfolio consisting of an electric XJ, a full-sized EV crossover and an electric sports car in addition to the I-Pace. Brexit uncertainty and China-market woes mean Jaguar is on unstable ground, but as its owner is about to run an even tighter ship, and it first full-electric model is visibly picking up the pace, the coming decade could turn out to be a positive for Jaguar. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: InsideEVs Green Jaguar Crossover Electric Luxury jaguar i-pace i-pace

SVR plans to tune electrified Jaguar-Land Rover models, but not the I-Pace

Jaguar-Land Rover's SVR division has only put its name on high-horsepower gasoline-burning cars, like the XE Project 8 built in strictly limited numbers. It's open to the idea of tuning electrified models, whether they're electric or hybrid, but it confirmed it's not currently planning on making a spicier evolution of the I-Pace. "We will be developing electrified versions of our cars, be that fully electrified or plug-in hybrids," affirmed Michael van der Sande, the division's managing director, in an interview with Auto Express. But although the electric I-Pace (pictured) raced in a one-make race series held on the sidelines of Formula E events for two seasons, and SVR could credibly claim to inject track DNA into a street car, it stressed the I-Pace doesn't appear in its product plans for reasons that remain a little bit murky. Jaguar announced the end of the eTrophy series in May 2020, which might explain why it's reluctant to exploit racing's marketing power. "There are other various things we are working on which we can't talk about, but we're very interested in electrification. That's why we got involved in eTrophy," van der Sande clarified. "The technology transfer, the learning applies to that car and other cars but we're not planning an SVR I-Pace at the moment." His comments confirm we'll need to be patient to see what SVR's take on an electric or hybrid car looks like. One of the first electrified models to receive the go-fast treatment might be the next-generation XJ tentatively scheduled to make its debut before the end of 2020. It will be exclusively electric, though it won't look as radical as the I-Pace, so Jaguar will need to find a way to replace the hot-rodded XJR 575 model it positioned at the top of the last-generation model's line-up. It's not too far-fetched to speculate the next Range Rover also due out in the coming months will receive some degree of electrification, and it could spawn an SVR-tuned model, too. Related Video: