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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Leno and Ian Callum pilot Jaguar XK120 at 2014 Mille Miglia

Jay Leno has been in a British mood recently with his videos highlighting the McLaren P1, 1962 Norton 650SS and Steve McQueen's 1956 Jaguar XKSS. He's keeping the streak alive this week with a look at driving a Jaguar XK120 in the 2014 Mille Miglia historic rally with Jaguar Design Director Ian Callum.
The video show off Jay Leno's Garage in top form. It's way more than just Jay driving the 1,000-mile route from Brescia, Italy, to Rome and back. He also includes interviews with Stirling Moss about winning the race back in 1955, and racer Martin Brundle about what it's like to drive a long-nose Jaguar D-Type this year.
Today, the Mille Miglia is only for historic cars, and it has a much more relaxed pace than the original all-out event. However, this isn't entirely a cruise. Leno seems scared at times talking about it because the drivers are free to ignore the speed limits and open the cars up as much as they are willing to. The roads aren't shut down for regular traffic, either, and things can be dangerous.

2017 Jaguar F-Type SVR is a very fast, very angry kitty

Well, Jaguar has gone and done it. The British marque hit the perfect sweet spot with its newest F-Type, the range-topping SVR, landing squarely in a price/performance segment its butt-engined rivals from Stuttgart aren't playing in. Confirming our previous reports, the new SVR will debut at the 2016 Geneva Motor Show with the latest version of Jaguar Land Rover's 5.0-liter, supercharged V8. With some fettling by the team at JLR's Special Vehicle Operations, the engine has been boosted to 575 horsepower, 25 more than F-Type R. Torque is up from 501 pound-feet to 516 pound-feet, while the 0-60 time has dropped from 3.9 to just 3.5 seconds. And yes, 200 miles per hour is possible with the hardtop – the convertible will only do 195. That means you'll be getting more power, more torque, a quicker run to 60, and a higher top speed than an all-wheel-drive Porsche 911 GTS, but for just $5,000 more, a figure that's quickly erased by Porsche's insane options catalog. The Jag can't stand up to the 0-60 performance of 540-hp, 2.9-second 911 Turbo or the high speed of the 205-mph Turbo S, but with prices for the SVR Coupe starting at just $126,945 ($129,795 for the droptop), it's going to cost anywhere from $33,000 to $62,000 less than the Carreras. With only modest increases in output, it's pretty clear SVO made some bigger changes to score an extra 14 mph on the high end and cut 0.4 seconds off the 0-60 time. At its most basic level, the SVR is 55 pounds lighter than the F-Type R, thanks in large part to the new Inconel titanium exhaust, which cuts 35 pounds of fat (and makes for a more sinister note, we're told). Tack on the optional carbon-ceramic brakes, along with a few carbon-fiber accents, and the overall savings sits around 110 pounds. JLR is also promising faster performance from the eight-speed ZF automatic transmission, which still sends its power to all four wheels. Speaking of which, the new 20-inch forged aluminum alloys are shod in wider Pirelli PZero – 265s in front and 305s in the back, compared to 255/295 on the R model. There is also the usual array of aesthetic and aerodynamic changes. You can check out the more aggressive body work in the full gallery, but know the changes contribute to improved cooling and cut the coefficients of drag and lift by up to 7.5 and 45 percent, respectively, when the adjustable rear wing is in its aerodynamic down position, and 2.5 and 15 percent with the wing up.