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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2017 Jaguar Model Year Preview and Updates

Jaguar, the upscale Brit, is currently enjoying a resurgence in the US, built on an improved value proposition, credible quality, better reliability, and an expanded lineup. That larger lineup now includes an all-new XE four door sedan and Jaguar's first crossover, the F-Pace - pictured above. JAGUAR F-TYPE: An entry-level F-Type has been added to the lineup, improving its accessibility by some $3,600 on the F-Type coupe and roughly $2,700 for the F-Type convertible. XE: Jaguar's compact four door is all-new, and intended to make headway into the sport sedan market long dominated by BMW's 3 Series and, more recently, Audi's A4. The XE brings a tightly drawn platform, responsive drive character and three powertrains to the table, including a 2.0-liter turbocharged diesel. It is on sale now. XF: Jaguar's midsize 'saloon' adds a 2.0-liter turbodiesel to its menu, along with Configurable Dynamics. This optional package allows individual settings for suspension, steering, throttle and transmission. XJ: Jaguar's 2017 XJ builds on the 2016 refresh with the addition of new colors and wheels. F-Pace: Jaguar's first crossover has everything it needs to compete with Porsche's Macan, BMW's X3/X5 and M-B's GLC/GLE. As this suggests, the F-Pace is a 'tweener, sitting between compact and midsize crossovers. It seats five, and is available with either a 2.0-liter turbodiesel or supercharged V6. The line starts at your local Jaguar showroom.

2016 Jaguar XF First Drive [w/video]

Jaguar has never had a problem with style or driving joy. Every generation of the British brand's vehicles – with excuses made and accepted in advance for S-Type and X-Type and other outliers – has offered compelling styling and great performance. New kid XF was no exception when it was introduced in 2007. The car's sheetmetal pointed the way forward for the fully up-to-date range we see now, and its confident engines and handling chops were on pace with the best Bimmers, Benzes, and Cadillacs. The first-generation XF made some hay for Jaguar, selling around 280,000 copies through 2014. But those annualized rates still represented a blip on the luxury midsize radar when viewed against the backdrop of the German Three's numbers. Part of that sales story has been down to the E-Classes and 5 Series of the world being consistently excellent, to be sure. But a lot of the blame can be found in Jaguar's historic weak spots. Grace and pace the brand had in spades, but consumer perception of quality and reliability just weren't there, pricing was typically near the top of the class, and the residual values of the cars were low (a combination of all three factors, most likely). Of course, Jag would love to sell a few more cars. But this time, instead of simply building a great-looking, great-driving new XF (which is absolutely the case), the brand is doing some clever non-engineering-based things to put more big cats in more garages than ever before. The tradeoff of very good ride quality is worth the minute amount of roll. After flying all they way to Spain – Pamplona and the Navarra Circuit, by way of Barcelona and a Range Rover adventure you'll hear about soon – I would be remiss not to tell you how the new XF goes down the road. Some 150 kilometers (93 miles) of motorway and challenging b-roads lie between the city with that annual livestock problem and the 2.44-mile, FIA approved racecourse. A route that led me to understand that this XF, in my case the 380-horsepower XF S, has gained more than it has lost in the generational changeover. The company is fully committed to aluminum for its midsizer, with the new car now using a body structure that's 75-percent built from the stuff. I'm told that means a body in white that weighs just over 600 pounds, and an overall weight savings of 11 percent. Body stiffness has been raised by 28 percent in the process.