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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

The mood at this year’s Paris Motor Show: Quiet

The Paris Motor Show, held every other year in the early fall, typically kicks off the annual cavalcade of automotive conclaves, one that traverses the globe between autumn and spring, introducing projective, conceptual and production-ready vehicle models to the international automotive press, automotive aficionados and a public hungry for news of our increasingly futuristic mobility enterprise. But this year, at the press preview days for the show, the grounds of the Porte de Versailles convention center felt a bit more sparsely populated than usual. This was not simply a subjective sensation, or one influenced by the center's atypically dispersed assemblage of seven discrete buildings, which tends to spread out the cars and the crowds. There were not only fewer new vehicles being premiered in Paris this year, there were fewer manufacturers there to display them. Major mainstream European OEM stalwarts such as Alfa Romeo, Fiat, Nissan and Volkswagen chose to sit out Paris this year, as did boutique manufacturers like Bentley, Aston Martin and Lamborghini. This is not simply based in some antipathy on the part of the German, British and Italian manufacturers toward the French market — though for a variety of historical and societal reasons that market may be more dominated by vehicles produced domestically than others. Rather, it is part of a larger trend in the industry. Last year, Mercedes-Benz announced that it would not be participating in the flagship North American International Auto Show in 2019 — and that it might not return. Other brands including Jaguar/Land Rover, Audi, Porsche, Mazda and nearly every exotic carmaker have also departed the Detroit show. Some of these brands will still appear in the city in which the show is taking place, and host an event offsite, to capitalize on the presence of a large number of reporters in attendance. And even brands that do have a presence at the show have shifted their vehicle introductions to the days before the official press opening in an attempt to stand out from the crowd. In many ways, this makes sense. With an expanding number of automakers, with diversification and niche-ification of models and with wholesale shifts that necessitate the introduction of EV or autonomous sub-brands, there is a growing sense that, with everyone shouting at the same time, no one can be heard.

Race recap: 2016 Hungarian Grand Prix was the pits

The Hungarian Grand Prix hasn't seen a race this calculated since 2012, when Lewis Hamilton – driving for McLaren – led from pole position to the checkered flag. We don't expect massive action from the Hungaroring, but Hamilton's first win for Mercedes in 2013, the thrilling wet mess in 2014, and Ferrari's surprising dominance in 2015 made us hope for more on-track commotion this year. Hungary denied us that. Hamilton parked his Mercedes-AMG Petronas in second on the grid but stole the lead through Turn 1 and never looked back. Teammate Nico Rosberg yo-yoed behind him in second place, getting into DRS range on a few occasions but never close enough to pass. Red Bull's Daniel Ricciardo kept the leading duo honest, but the Aussie couldn't put genuine fear into the German team and finished third. This is the third year in a row for Ricciardo on the Hungary podium. The pits provided our few scraps of excitement. During a stretch when Ricciardo managed to close on Rosberg, Mercedes told Hamilton to speed up. When Hamilton said he couldn't go faster, Mercedes said they'd pit second-place Rosberg first instead. Suddenly, Hamilton found the extra pace. Ricciardo pitted in early, hoping that fresh tires and fast laps could allow him to pass one or both Mercedes drivers when they pitted, but once Hamilton hit the throttle the Red Bull couldn't respond. Further down the lineup, Jenson Button came in on Lap 5 so McLaren could fix his brake pedal problem. The radio exchange before the stop included one forbidden instruction to Button, though, so the Englishman had to return to the pits for a drive-through penalty. Renault's Jolyon Palmer beat Force India's Nico Hulkenberg in a straight-up pit stop battle on Lap 40, but threw the good work away on Lap 49 with a spin on track that cost him three places. A pit wall miscommunication meant the Force India pit crew wasn't ready for Sergio Perez when the Mexican arrived for his second stop on Lap 43. And Daniel Kvyat's regrettable run at Toro Rosso continued, first with car issues, then a drive-through penalty for speeding in the pit lane. Sebastian Vettel brought his Ferrari home fourth, sniffing Ricciardo's gearbox at the flag but unable to get around the Red Bull. Max Verstappen enacted a replay of the final stages of the Spanish Grand Prix, finishing fifth by holding Ferrari's Kimi Raikkonen behind for 19 laps.