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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Mercedes-Benz C-Class named 2015 World Car of the Year

It's been a good morning for Mercedes-Benz, with three of the company's wares taking home awards today at the New York Auto Show. The 2015 World Car of the Year awards have just been announced, and the charming new C-Class sedan has taken top honors, beating both the new Volkswagen Passat and Ford Mustang. But Car of the Year isn't the only award Mercedes received this morning. Here are the other World Car announcements, where M-B was honored two more times. World Performance Car of the Year: Mercedes-AMG GT World Luxury Car of the Year: Mercedes-Benz S-Class Coupe World Green Car of the Year: BMW i8 World Car Design of the Year: Citroen C4 Cactus Congratulations, all around, to this fantastic group of cars.

Mercedes A45 AMG in downhill battle with slipstream skateboarder

We're told it takes "performance, control and expression" to pilot a longboard skateboard down a mountain road, and that those happen to be the same values embodied in the Mercedes-Benz A45 AMG. That's how the two came to be combined in a black-and-white short film called Silver Slipstream.
There's no talking, no engine note and no color, just some music, a 'boarder and a car on a long cruise down the Franschhoek Pass in the Western Cape of South Africa." Despite that, it's actually a pretty entertaining video of the latest Mercedes-Benz hot hatch married with extreme sports. You can watch how it all goes down in the video below.