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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 Land Rover might buy another luxury brand that it doesn't need

It seems that Jaguar Land Rover may be getting bigger in the near future. According to Bloomberg, the company is looking at acquiring some tech companies, and possibly yet another luxury car brand, provided that it fits with the current lineup of cars. On the surface, this makes some sense since Bloomberg reports that a whopping 78 percent of Tata Motors' revenue comes from luxury brands. And of course, any kind of tech acquisition could be useful considering the rapid development of electric and autonomous vehicles. But dig a little deeper, and a possible luxury brand acquisition just doesn't make sense for Jaguar Land Rover. The main reason for this is that the Jaguar and Land Rover brands have the luxury market thoroughly covered. Both brands offer full luxury lines from entry-level to high-end ( Discovery Sport to Range Rover on the Land Rover side, and XE to XJ on the Jaguar side). They also cater to every kind of luxury, from sporty vehicles such as the F-Type and SVR Land Rovers, to cushy luxury machines such as the XJ and Range Rover. So whether the company is competing with BMW or Mercedes, Jaguar and Land Rover have the bases covered. There aren't any other typical luxury brands that would actually add anything to the current lineup. In fact, adding another conventional luxury brand could actually result in the new brand poaching existing Jaguar and Land Rover buyers, rather than picking up new ones. What would make more sense for Jaguar Land Rover would be to pick up either a more mainstream brand, or an ultra-luxury marque. Neither Jaguar nor Land Rover has something that competes directly with the likes of Ford or Toyota in the mainstream game, or Rolls-Royce or Bentley at the top of the luxury heap. Picking up a brand in one of these segments would allow JLR and Tata Motors to actually expand offerings and pick up more sales, rather than having an internal competitor. What path would be ideal? Probably going even farther upmarket. Supercar makers and ultra-luxury brands continue to sell well, and there's the potential for significant profit by layering on features and content to existing platforms. Perhaps the best possibility for a high-end complement to Jaguar Land Rover would be Aston Martin. Not only does it have a strong reputation and line-up, it also could handle both supercars and luxury sedans, thanks to its Lagonda sub brand. Of course it would require Aston Martin to be receptive to a purchase.

The 200-mph Jaguar F-Type SVR is coming to Geneva

Jaguar has good news for us: The new F-Type SVR will make its grand debut at March's Geneva Motor Show. Following up on leaked stats from last week, Jag confirms the hardtop F-Type SVR will be capable of hitting 200 miles per hour. The British brand doesn't go much further in confirming other details from last week's report, though. So even though the top end's extra 14 mph has to come from somewhere, we still can't be certain it'll be thanks to a reported 567 horsepower or 516 pound-feet of torque. Jag also won't yet confirm the reported claim of a 3.7-second sprint to 62 mph. What the company is saying, though, is that its first SVR-badged model will be "lighter, faster, and more powerful." JLR's Special Operations boss, John Edwards, calls the new SVR an "all-weather supercar." That lends credence to initial reports that the hottest F-Type will send its power to all four wheels. While the F-Type SVR will hit the Geneva stage on March 1, we won't be waiting that long for all the details – Jaguar will release a complete array of images and details on February 17. We'll have more then. 200MPH JAGUAR F-TYPE SVR TO MAKE GLOBAL DEBUT AT 2016 GENEVA MOTOR SHOW (MAHWAH, N.J.) – January 26, 2016 - The new 2017 Jaguar F-TYPE SVR will make its global debut at the 2016 Geneva Motor Show on March 1, 2016 and will go on sale in summer 2016. Capable of accelerating to 200mph, the new F-TYPE SVR is the first Jaguar to wear the SVR badge and is developed to exploit the two-seat aluminum sports car's full potential while retaining its day-to-day usability. Lighter, faster and more powerful, the new F-TYPE SVR takes performance, dynamics and driver involvement to a new level yet retains the comfort and duality of character inherent to all Jaguar cars. "The new F-TYPE SVR is the first series production Jaguar car to be developed by Special Vehicle Operations and benefits from everything we know about precision engineering, performance and design," said John Edwards, Managing Director, Jaguar Land Rover Special Operations. "The result is a 200mph, all-weather supercar that you can drive every day – we even made a Convertible version so that enthusiasts can revel in the sound from the new titanium exhaust system." The new F-TYPE SVR will join the 2017 Model Year F-TYPE Coupe and Convertible range comprising of the F-TYPE, F-TYPE Premium, F-TYPE S, F-TYPE British Design Edition and F-TYPE R.