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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 design boss Callum reinterprets classic Mark 2 for himself [w/video]

As the man behind the styling of basically every Jaguar since the mid 2000s, two things should be known about Ian Callum - he's a big fan of the brand, and he can bloody well get whatever kind of Jag he wants.
His newest car, though, is not what you might expect. Rather than an F-Type or an XJ, Callum has gone old school, and commissioned a custom, resto-modded Jaguar Mark 2.
Designed by Callum and built by Classic Motor Cars in Shropshire, England, the Mark 2 was an 18-month project between the designer and the garage. The essentially new car draws its power from a 4.3-liter engine that's been pilfered and modified from an XK. It's mated to a five-speed manual transmission.

Jaguar will build 9 XKSS continuation cars at $1.4m each

The Jaguar D-Type was, for its time, a cutting-edge race car. It was also a car that could, theoretically, drive from Jaguar's Browns Lane factory to the race in France and back. This was an era in which top-tier race cars weren't all that different from their road-going counterparts. You couldn't really do the same in an Audi R18 E-Tron Quattro, now could you? The XKSS was a D-Type with the barest nod to road-going conveniences, like proper wind protection. With some unsold D-Type racers cluttering up the shop after three successive Le Mans wins, Jaguar converted 16 into XKSS spec, and had more in the works. It wasn't a comprehensive transformation, really. A windshield and a passenger door were added; a cabin partition and the striking fin behind the driver were removed. Otherwise, it wasn't much different than the all-conquering Le Mans-winners. And then tragedy struck. A fire destroyed nine of the cars, and the company never picked up where it left off after the mess was cleaned up. Hence Jaguar aficionados, and the company itself, keenly felt the absence of the "lost" cars. After the success of the continuation E-Type lightweights built by the Jaguar Classic division of Special Operations, the company will finish the run. Nine cars will be hand-crafted for a select group of customers and collectors, much as the company did for the lightweights. Jaguar expects the cars to fetch more than $1.5 million each. Considering the mystique of these "lost" cars, and the fact that Steve McQueen is heavily associated with the XKSS, they may trade hands for considerably more after the initial owners part with them. Jaguar expects to start delivering the continuation XKSS cars early next year. Related Video: New York Auto Show Jaguar Convertible Performance Classics jaguar special operations jaguar xkss