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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 Classic heading to Le Mans with vintage racers

A grid full of vintage Jaguars will rumble into France in July to race in the Jaguar Classic Challenge during the Le Mans Classic. The event should give motorsport fans plenty to watch with a bevy of pre-1966 Jags on the famous circuit, including E-Types, XKs, C-Types, D-Types, and even the company's sedans. Jaguar launched the vintage racing series last year to build on the success of the popular E-type Challenge. It continues with a five-event calendar this season but swaps out a meeting at Brands Hatch to go to Le Mans – hard to argue with that change. The drivers also get to lap Donington Park, Silverstone, the Nurburgring, and Oulton Park. Le Mans is practically a home track for these classic Jags. The British automaker dominated the 24-hour race there in the 1950s, including overall victories in '51, '53, '55, '56, and '57. "Watching a diverse array of pre-1966 Jaguars racing on the iconic circuit, some of which even raced there in period, will surely be a sight not to be missed," Tim Hannig, Jaguar Land Rover Classic Director, said in the season announcement. Again, we find it hard to argue with that sentiment. Related Video: Iconic Jaguar sportscars will return to the Le Mans circuit as the Jaguar Classic Challenge confirms Le Mans Classic in revised 2016 calendar Race series is part of Jaguar Land Rover Classic business specialising in cars, services, parts and experiences First race commences at the Donington Historic Festival on 30 April - 2 May Drivers wishing to take part in the true spirit of classic racing in 2016 can visit the dedicated web page at http://www.hscc.org.uk/jaguar-classic-challenge for full details Whitley, Coventry - 01 February, 2016: Excitement levels are building for the second season of the Jaguar Classic Challenge as the Le Mans Classic is confirmed for inclusion in the all-new race calendar for 2016. The Le Mans Classic will be one of the major highlights of the forthcoming season that will see a diverse field of pre-1966 Jaguars going wheel-to-wheel in the competitive single-marque series. Jaguar has a long and successful history at Le Mans, with the marque first winning there back in 1951 with Peter Walker and Peter Whitehead driving the C-type - affectionately known as XKC 003. A one-two finish followed this in 1953 with the duo of Tony Rolt and Duncan Hamilton taking overall honours. Jaguar dominated Le Mans for three consecutive years in 1955, 1956 and 1957 in the D-type.

Unlatched Jaguar E-Type hood doesn't prevent blind overtakes at Goodwood

One of the things about Goodwood Revival that really sticks with you is that the classic racing cars are really driven hard there. It's never a slow parade around the track, but instead the vintage Ferraris and Jaguars really battle each other, metal against metal, lap after lap. The result is often scraped and bent sheetmetal, no matter how pricelessly valuable the vintage cars are. This clip, shared on the Goodwood Road & Racing YouTube channel, really shows the attitude that makes Goodwood what it is. Rob Huff, in a fixed-roof E-type, is chasing after Nigel Greensall in an E-type Roadster in the Kinrara Trophy race, and man, he really wants to get past. The problem is that every time the nose of Huff's Jaguar gently taps the rear quarter of the white Jaguar, the car's large hood wants to flip up and obscure the view, making overtaking even harder than it already is. Clearly Greensall doesn't want to let Huff ahead of him all that easily. We can only imagine how much work it takes to keep a classic Jaguar like that pointing in the right direction on a slightly wet track, let alone driving blind on a racecourse due to a massive clamshell hood in the way. At least we get a view of the XK six-cylinder engine. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.