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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Our trusty spy photographers have snapped the first photos of the 2015 Ford Mustang prototype out on public streets. With nearly every square inch of the machine covered in heavy camouflage, it's difficult to discern details, but we can see smallish horizontal headlamps at work in the coupe's nose. Ford has made it clear that modern lighting technology will allow the company to get away from large, expensive headlamp arrays in the near future, and the 2015 Mustang may very well be the first of the automaker's products to bow with the new tech. The philosophy was first displayed on the very attractive Evos Concept.
The extensive cladding doesn't extend all the way to the prototype's rockers in the instance, giving us a look at the heavily-sculpted sills. Overall, this test car looks considerably smaller than the current generation Mustang, and elements like a short front overhang and beefy dual-piston calipers give us plenty of hope for the future model. Of course, reports that the 2015 Mustang will bow with an independent rear suspension and EcoBoost power certainly don't hurt our feelings, either.

A closer look at the 2015 Ford F-150

Despite having to share Ford's Detroit Auto Show stand with the hot new 2015 Mustang, the brand-new F-150 was arguably an even more important debut. Why? Ford moved some 700,000 examples of its F-Series truck in 2012, making it not only the best-selling pickup truck, but the top-selling vehicle in the US, by a long-shot.
The 2015 F-150 raises the bar for pickup trucks in a big way, with big-time use of aluminum. Because of this, roughly 700 pounds have been removed from the truck's overall weight, making it even more efficient than before, while still offering all of the capability that pickup owners expect. And with a host of engines under the hood, including a new 2.7-liter EcoBoost V6, the 2015 F-150 will surely offer something for everyone.
During the Detroit Auto Show, west coast editor Michael Harley took a closer look at the new F-150, talking to some of the truck's engineers. Have a look at the full video, below.