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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2021 Jaguar F-Type convertible and coupe spied at the Nurburgring

We got our first look at the 2021 Jaguar F-Type back in May this year, and we were impressed with the edits Jag has in store. The F-Type hasn’t changed a whole lot since it went on sale in 2013, and this redesign looks like the most comprehensive update itÂ’s ever received. These latest shots show the British sports car running around the Nurburgring in both coupe and convertible body styles. We havenÂ’t seen the drop-top yet, so this marks our first look at this version of the new F-Type. Of course, the black soft top is up on this one, but it looks just how weÂ’d expect the convertible to appear. Both the convertible and coupe spied here appear to be high-performance V8 models with quad exhaust tips protruding aggressively beyond the rear bumper. Both these models are making use of their differing active rear wings on the track. The lit-up taillights in back draw our eyes with a shallow U-shaped design. One difference we note among the two is the rear valance/diffuser design. The coupe looks like itÂ’s rocking the design derived from the current SVR, while the convertible looks like an R. However, the tiny wing on the coupe looks nothing like the large one used on the current SVR. What might Jaguar be planning? What we do know is that this Jaguar is most likely still going to look stunning. The shape and silhouette of the car will stay the same, but the sheetmetal and styling elements are definitely going through a significant evolution. The big grille and thin headlights are in line to give the face an entirely new look. Even though Ian Callum has decided to step away from Jaguar Land Rover, he was undoubtedly involved with the design process of this F-Type.  We hope to see even more of this stylish British rocket as Jaguar presses on with development. Expect powertrain upgrades aplenty when itÂ’s finally revealed. These few prototypes weÂ’ve seen out driving spell good news for fans of V8 engines, too.

2014 Jaguar XJL AWD 3.0

A bit of British nobility floods the senses when piloting the 2014 Jaguar XJ. It's an emotional rush, a perception based on physical surroundings that influence the mind in much the same manner that a stein of pilsner tastes best when consumed in a German beer garden and no sand is softer than that found on a warm Caribbean beach. Jaguar has been assembling cars for nearly 100 years, and few automakers are as equally adept at capturing aristocracy and timelessness within the rich cabins of their luxury offerings.
Jaguar would have no concern if it were the only game in town, but that's far from the truth. The premium full-size luxury segment, which includes vehicles hovering just under or at the six-figure mark, is a contentious grouping that includes the Audi A8, BMW 7 Series, Lexus LS, Mercedes-Benz S-Class and Porsche Panamera. Each of those brings its own game to the battle, and none are easy to dismiss.
To better understand the British perspective and evaluate its latest offering on a land without royalty, I recently spent a week with a long-wheelbase, all-wheel-drive Jaguar XJ in Southern California.