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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2016 Jaguar XE is ready to stalk the competition

The XE wears some of the best styling elements from Jaguar's current litter.
Big sedans and sports cars. Jaguar has been known for those two things since the company's name was birthed in 1945. Stylish saloons like the Mark 2 and performance machines like the E-Type make up the brand's heritage, but the compact sedan market is one where the British marque has lacked great product.

With a new Jaguar and the Shell app, your car can pay for its own gas

Contactless payments are making their way into the car. Jaguar and Shell have the first major rollout, allowing you to pay for fuel through the car's touchscreen. Of course you'll still have to get out of the car to actually pump the fuel into the car, but hey, progress, right? Apple Pay and PayPal will be available payment methods from the start, and Android Pay will be added later. For this all to work, you'll need a new Jaguar (or Land Rover) with the InControl infotainment system, a connected phone with the InControl app and Shell app, some space in your tank, and some electronic money. When you pull up to a Shell station and launch the Shell app through the touchscreen, the car will use geolocation to figure out which station you're at and then prompt you to enter the pump number you're next to (don't want to pay for someone else's fuel now do you?). Once that's done, you tell the system how much fuel you want (it's not clear if you can just fill the tank like most normal people do) and then the screen in the car shows you a receipt; one is also sent to you via email. While this might just seem like trading one screen for another and entering info through your car instead of at the pump, contactless payments also have an added level of security over pulling out a credit card. (Credit card skimmers, which steal card data when you go to swipe at a kiosk or ATM, have been popular at gas stations.) It will also be welcome in the winter months, when you can limit your exposure time. Plus you'll never again have to respond to this incomplete sentence, which greets us at Shell stations everywhere: "Is this debit card?" InControl is available on every Jaguar and Land Rover model. And if you get this Shell app working on an F-Pace with the Jaguar Activity Key, you'll have the latest in minimal-touch technology. The system will roll out to people in the UK first and should arrive in the US later this year. Related Video: Jaguar Land Rover Technology Smartphone Luxury shell paypal