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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

2015 Mercedes-AMG C63 S First Drive [w/video]

As I mashed the throttle heading into the back straight of a nearly three-mile-long race track, I couldn't help but center my mind on two ostensibly disparate subjects: physics and pistons. If the heart of an automobile is its engine, the heart of the engine are its rotating bits – the crankshaft, pistons and the block they're nested inside. It seems fitting, then, that the internals of the twin-turbocharged 4.0-liter V8 typify the brand-new 2015 Mercedes-AMG C63 sedan I found myself piloting in Portugal. Whereas the last C-Class AMG availed itself of a brute of an engine, employing 6.2 liters of displacement to make its 451 horsepower the old fashioned way, the latest AMG's V8 engine has been downsized radically. I had the opportunity earlier in the day to actually hold the pistons of the new 4.0 Biturbo V8 in my hands, alongside those of the outgoing 6.2. The difference in size is staggering, the new lumps looking downright picayune in comparison to the latter. These eight seemingly diminutive pistons turn combustion into crankshaft-spinning power inside a block that is smaller, lighter and more compact than I'd have thought possible, considering the prodigious output the engine spits out. I had gone into this assignment expecting to pen an ode to lost love; a sonnet of sorrow bemoaning the switch from massive cylinders to wheezing power adders. But I was wrong. In fact, the report that follows may indeed read a little like a love song, except it will heap praise not on what used to be, but instead on what is now possible. The new heart of AMG more than makes up for its reduction in size by relying on turbochargers and smart engineering to turn just 4.0 liters into 469 horsepower and 479 pound-feet of torque starting at just 1,750 rpm, or as much as 503 ponies and 516 lb-ft in uprated S guise. Foot to the floor, eyes focused on the turn ahead, a hard right-hander named Primeira that requires hard braking and quick reflexes, I had a fleeting moment of clarity: These are some hard-working pistons. A few days on the street and track in and around Faro, Portugal, has convinced me that the new Mercedes-AMG C63 is a better car in any meaningful measurement than it was before. And I'll go one step further. Not only is this the best C-Class AMG ever, it's also my new favorite in the hotly contested segment that includes such knee-benders as the BMW M3 and M4.

Mercedes chief invites Audi, BMW to compete in F1

Mercedes-Benz didn't just win the Formula One World Championship in 2014 – it positively dominated it. The team won all but three of the grands prix this season, scoring a one-two finish at more than half of them and landing at least one car on the podium at every race without exception. It goes without saying, then, that the German automaker thrives on competition, but now it's welcoming even more. Speaking with Germany's Sport Bild at its homecoming celebration in Stuttgart, Daimler chief Dieter Zetsche welcomed Mercedes' biggest rivals Audi and BMW to join it on the F1 grid. Noting that the three German brands share some 80 percent of the market for luxury automobiles, Zetsche said that F1 would make a natural arena of competition for Mercedes, Audi and BMW to fight for top bragging rights. The three currently compete against each other in front of home audiences in the DTM touring car series – effectively Germany's equivalent to NASCAR – but of the ten races held this year, the majority were in Germany itself, and all of them took place in Europe. BMW last competed in F1 when it bought the Sauber team in 2006, but withdrew from the series in 2009. Despite its progenitor Auto Union having fielded the famous Silver Arrows in pre-war grand prix racing, Audi has never been a player in modern F1 racing, though recent rumors have linked it to a potential foray – spurred by the arrival of sister-company Porsche on its home turf at Le Mans, the departure of several of its key endurance drivers and the hiring of former Scuderia Ferrari chief Stefano Domenicali. Porsche had similarly considered an F1 program before getting the go-ahead to compete with Audi at Le Mans. As for the prospect of Mercedes competing in other international racing series, Zetsche added that year-long preparations for 24 hours of racing at Le Mans didn't present a good cost-benefit ratio in his estimation, but that Formula E (where Audi currently supports a quasi-works entry) would be worth a closer look.