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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 XE bares its claws in 74 images [w/video]

The XE may prove to be the most vital new model to Jaguar's expansion. But to date we've only really seen it in top-spec, supercharged XE S form. That ends right here and now, however, as Jaguar releases details, photos and even a brief video clip showing the entire range - including those most customers are bound to buy.
Globally speaking - or at least in its home market - Jaguar will offer the XE with five different engines and in four different trim levels. The new Ingenium engine family includes two diesels and two turbocharged gasoline options along with the top-of-the-line supercharged V6 that will serve as the XE's performance flagship model, at least until a new SVR version comes along. Both six-speed manual and eight-speed automatic transmissions are on offer, and overseas buyers will also be able to choose between base SE, mid-range Prestige, opulent Portfolio, dynamic R-Sport and range-topping S trim levels.
Of course not every engine is available in each trim level and with either transmission, so instead of 40 combinations we're looking at 22. Once the XE reaches American showrooms, we'll likely be looking at even fewer, as we're not expecting the manual and diesel versions to be offered Stateside. Stay tuned as well for our live impressions from the floor of the Paris Motor Show. But in the meantime you can scope out all the details and UK specifications in the press release below, along with the short video and the gallery of 74 high-resolution images above.

Jaguar may enter Formula E to advance electric portfolio

The FIA Formula E Championship looks poised to gain another major automaker. According to reports from the UK, Jaguar Land Rover is preparing to announce a new electric vehicle strategy this week. And that is tipped to include participation in the all-electric racing series. According to Sky News, Jaguar's electric racing program would give the British carmaker the opportunity to showcase its prowess in electric propulsion. Quoting an unnamed insider, the UK news service reported that Formula E "offers live testing for electrification technologies in areas such as batteries and drivetrains; that's why it looks valuable to them." The program would likely be launched in conjunction with Williams, the F1 team with which it partnered on development of the aborted C-X75 hybrid supercar project recently unearthed for a starring role in the latest James Bond film Spectre. Williams helped develop the battery system that powers the electric spec racer used in Formula E. The partnership could take over from the Trulli team that is expected to soon drop out of the series. JLR wouldn't be the first automaker to participate in electric racing. Audi supports the Abt team, Renault the e.Dams outfit, and PSA Peugeot Citroen's DS brand the Virgin Racing squad. Mercedes and Volvo have also been reported to be looking carefully at participation, while BMW provides support vehicles for the series. Jaguar participates in vintage racing and Land Rover runs the Bowler off-road racing series. However, the last time the company supported a top-level works racing program was between 2000 and 2004 when Jaguar Racing (the precursor to today's Red Bull team) competed in Formula One. It has since offered the XKR GT2 racer and has been rumored to be considering a return to sports car racing, but the trend towards electrification now appears to be driving the Formula E initiative instead. We're waiting to hear back on requests for comment from Jaguar. But Sky reports that an official announcement will be made on Tuesday, so watch this space. Related Video: