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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 Mercedes-Maybach Pullman Guard is a limo with a bulletproof vest

As fabulously plush as the Mercedes-Maybach Pullman is, there is a certain class of individual for which luxury is only part of the equation. Oligarchs, dictators, kingpins of questionable businesses, and probably some legitimate world leaders all love luxury, but they sometimes face some hairy commutes that demand a bit more protection. For them, the answer to their luxury car needs is the armored Pullman Guard. The Mercedes-Maybach Pullman Guard tops the line of S-Class Guard models that also includes the Mercedes-Benz S600 Guard and the Mercedes-Maybach S600 Guard. Like the non-armored Pullman it packs loads of leather, seats with practically infinite adjustability, and redundant gauges for rear passengers. It is also by far the longest S-Class vehicle available, stretching more than 40 inches longer than the next-longest Mercedes-Maybach. This tremendous length allows the Pullman Guard to have four-passenger seating in the rear, with two seats facing two others. It's the perfect place to sign treaties or entertain diplomats. Or, if foreign affairs aren't your speed, it would also be a convenient place to carve up territory, issue ultimatums to enemies, and intimidate dissidents. The Pullman Guard was developed alongside the standard Pullman, and because of that, the added armor does not sacrifice interior space. The armor does affect weight, though. The Pullman Guard weighs over 11,000 pounds. But, in return, the steel plates on the sides and floor, non-Kevlar-brand high-strength fabrics, and polycarbonate-backed windows protect occupants from bullets and explosives. Plus, the Pullman Guard features a twin-turbo V12 that produces 530 horsepower and 612 lb-ft of torque to haul the added ballast around. If a recognized authority is ordering a Pullman Guard, Mercedes also offers sirens, flashing lights, two-way radios, an emergency starter battery, and a loudspeaker system. These items are sure to be useful when trying to navigate seas of protestors in the streets. All of this extra protection will cost you though, and if you have to ask, you definitely can't afford it. But we'll tell you the price anyway. A standard Pullman will run around $500,000 at current exchange rates. For the Guard model, be prepared to shell out about $1.56 million. It's a steep price for sure, but for those whose pampered lives are in danger, it's probably worth it.

2014 Mercedes B-Class ED battery much bigger than previously stated

There was something unexpected hiding in the new configurator for the 2014 Mercedes-Benz B-Class Electric Drive: a $600 "Temporary range extender." Since we've never heard of such a thing, we had to click through for more. The official explanation runs like this: A suite of options to further increase your driving range includes added insulation of the doors and roof for to increase climate-control efficiency, along with an electrically heated windshield and a range-extending charge function. By pressing a button on the console prior to charging, the maximum charge level for battery will increased for the next charge cycle. The higher-capacity charge can provide up to 17 additional miles of range. The passive features that increase range should be standard in all models, we think. But we were more curious about the battery charge situation. How do you increase a maximum? And is it a good idea to do so? The configurator includes this disclaimer, after all: Range extender should only be used on a limited basis, and could shorten battery life if used excessively. How much is excessive? We investigate below. The B-Class ED has, according to the specs, a 28-kWh battery. First, let's understand what this "temporary range extender" is all about. The B-Class ED has, according to the specs, a 28-kWh battery. But Terry Wei, from the Mercedes-Benz USA product and technology communications department, confirmed to AutoblogGreen that the B-Class ED is actually hiding a 36-kWh battery, but the automaker is calling it a 28-kWh battery because that's how much energy capacity is used in day-to-day use. Most automakers publicly claim the actual capacity and then admit they use a percentage of it. The Chevy Volt, for example, has a 16.5-kWh battery pack, but a "full charge" only fills up around 65 percent of that. In the B-Class ED, the 28 kWh of useable energy provides an EPA-certified 87 miles of range. But, since there are eight kWh of reserve, the temporary range extender (we think of it as a software update accessed by a button) can access some of that and offer the aforementioned 17 miles. Now that we know what we're dealing with, this reminds us of an evolved version of the "remote wireless charging" feature that was touted in the Reva EV. Wei said that the reason the feature is optional is because Mercedes doesn't think most people will need it. Eighty-seven miles is plenty for your average EV driver, but when you want to have 100+ in the tank, you can.