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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 names its 3 Series-fighter XE, packs it with Ingenium engines

Jaguar is committed to emerging from the fringes of the luxury car market and into the mainstream. Just take a look at where it was a couple of decades ago and where it is now: In the 1980s, it had essentially two product lines, the XJ sedan and XJ-S coupe/convertible), and now it's got the XK coupe and convertible, the XJ sedan, the XF sedan and wagon and the F-Type coupe and roadster. But it's not about to stop there.
Coventry knows that if it's going to take on the German and Japanese heavyweights, it's going to need a compact sports sedan, and it's not about to repeat the mistake that was the X-Type. To that end, it's long been rumored to be developing a rival to the likes of the BMW 3 Series and Mercedes-Benz C-Class - it just hasn't given us much to go on. But that changes right here and now.
At the Geneva Motor Show, Jaguar has confirmed the imminent arrival of its new sports sedan, and along with the teaser image above, has given us some juicy details. For one, it'll be called the XE - fitting nicely alongside its big brothers the XF and XJ in Jaguar's growing sedan lineup. For another, it'll hit markets overseas in 2015 and arrive here in the United States in 2016.

40th Jaguar E-Type ever made sells at auction for lb88k

The 40th Jaguar E-Type ever built, a right-hand-drive 1961 model, hit the auction block and was bought by an anonymous British buyer for 88,000 pounds ($141,310), ITV reports. The Jaguar had been stored at the previous owner's estate, in dry storage, at a derelict farm in Le Mans, France since July 1974.
E-Type chassis No. 860040 was bought by the previous owner in 1969 and was originally gray. But it was driven home to France and painted it in its current aubergine in 1974, before it was put into storage. During that time it was considered missing by experts, but there it sat under a dust sheet car cover for most of its life, so the body is in good condition. The family mechanic said that the car was last started about five years ago, and the engine recently was turned over. Coys auction house describes the original interior, which is also preserved well, as a "time warp."
Chris Routledge of Coys before the auction said, "They're sort of a mythical beast for enthusiast, at the time they were all handmade on special order, so Jaguar collectors look at the first 100 cars in a different way," BBC News reports. He added, "We estimate it to be worth between 20,000 and 40,000 pounds (about $32,100 to $64,200) but our feedback from collectors and interest worldwide suggests it could sell for between 80,000 and 100,000 pounds (about $128,500 to $160,600)." Of course, his revised estimate was right on target.