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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

SVR plans to tune electrified Jaguar-Land Rover models, but not the I-Pace

Jaguar-Land Rover's SVR division has only put its name on high-horsepower gasoline-burning cars, like the XE Project 8 built in strictly limited numbers. It's open to the idea of tuning electrified models, whether they're electric or hybrid, but it confirmed it's not currently planning on making a spicier evolution of the I-Pace. "We will be developing electrified versions of our cars, be that fully electrified or plug-in hybrids," affirmed Michael van der Sande, the division's managing director, in an interview with Auto Express. But although the electric I-Pace (pictured) raced in a one-make race series held on the sidelines of Formula E events for two seasons, and SVR could credibly claim to inject track DNA into a street car, it stressed the I-Pace doesn't appear in its product plans for reasons that remain a little bit murky. Jaguar announced the end of the eTrophy series in May 2020, which might explain why it's reluctant to exploit racing's marketing power. "There are other various things we are working on which we can't talk about, but we're very interested in electrification. That's why we got involved in eTrophy," van der Sande clarified. "The technology transfer, the learning applies to that car and other cars but we're not planning an SVR I-Pace at the moment." His comments confirm we'll need to be patient to see what SVR's take on an electric or hybrid car looks like. One of the first electrified models to receive the go-fast treatment might be the next-generation XJ tentatively scheduled to make its debut before the end of 2020. It will be exclusively electric, though it won't look as radical as the I-Pace, so Jaguar will need to find a way to replace the hot-rodded XJR 575 model it positioned at the top of the last-generation model's line-up. It's not too far-fetched to speculate the next Range Rover also due out in the coming months will receive some degree of electrification, and it could spawn an SVR-tuned model, too. Related Video:    

2020 Jaguar F-Type loses manual option, costs more money

When Jaguar showed off its 2020 F-Type Checkered Flag Edition in October 2018, we wrote, "Somewhat surprisingly, the Checkered Flag upgrades will only be applied to four- and six-cylinder models paired with the eight-speed automatic." At the time, we didn't understand why buyers weren't offered the manual transmission. Now we know: Along with applying slight price bumps to the F-Type for the 2020 model year, Jaguar has eliminated the manual gearbox. The F-Type is only available with an eight-speed auto now, and our list of cars with manual options has shortened again. That blow exposes the recurring flaw with every "Save the Manuals!" campaign; row-your-owners can't buy enough manual-equipped cars to repay the favor. Car and Driver said that since the F-Type's introduction for the 2013 model year, four percent of buyers have chosen the stick. On a sports car. There's a good chance that a greater number of people have bought unicorn hunting licenses from Lake Superior State University. In kinder news, the Front Parking Aid and Smartphone Pack, which enables Apple CarPlay and Android Auto, come standard, and Eiger Gray and Portofino Blue join the paint palette. Starting from the bottom, the base, rear-wheel-drive F-Type coupe with the 296-horsepower, 2.0-liter four-cylinder costs $62,625 after the $1,025 for destination fee. The convertible costs $65,725 after destination. Both prices represent an $850 increase over 2019. A RWD coupe with the 340-hp, 3.0-liter supercharged V6 costs $72,225, a $1,050 increase, the roadster asking $75,225, a $925 bump. The F-Type Checkered Flag Edition, based on the F-Type R-Dynamic trim, runs $72,925 for the coupe, $75,325 for the convertible in 300-hp, four-cylinder, RWD guise. Move to the 380-hp, supercharged six-cylinder, AWD model, and that'll be $95,525 for the coupe, $97,925 for the convertible. In between them, the regular F-Type R-Dynamic runs a price range from $85,325 as a RWD coupe to $91,425 as an AWD convertible, all prices rising by $950. From there on up it's all AWD and high horsepower. The F-Type R with the 5.0-liter supercharged V8 in 550-hp trim runs $102,825 as a hardtop, $105,925 as a droptop, a $1,050 premium over 2019. Ring the bell with that V8 in 575-hp SVR fettle, and pay $124,625 as a coupe, $127,725 as a convertible, reflecting an $850 increase. The 2020 F-Type is at dealers now.