2003 Jaguar S-type R Sedan 4-door 4.2l on 2040-cars

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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Question of the Day: What's the greatest British car ever?

The British automotive industry has produced everything from high-production econo-commuters to staggeringly luxurious oligarch-wagons, along the way winning plenty of races and building plenty of beautiful machines. The original Mini led directly to the past half-century of transverse-engine, front-wheel-drive cars built everywhere, the MGB put the sporty little convertible into everyone's reach, and the Morris Oxford became the most beloved motor vehicle in India. So many to choose from, but we want you to pick one. What will it be? Related Video:

Land Rover planning SVX hardcore off-roaders

The new Special Vehicle Operations division at Jaguar Land Rover has already given us an array of ultimate wheeled creations, but it isn't quite done yet. Next, according to Car and Driver, will be a new line of SVX models. Not to be confused with the Subaru coupe from the 1990s (which also had all-wheel drive, come to think of it), Land Rover's SVX models will be hardcore off-roaders. Details are few and far between at the moment, but they're said to take inspiration from rough-terrain events like the Dakar Rally and Camel Trophy as inspiration – different from the Ford F-150 Raptor that takes its cues from the Baja 1000. Last we heard, Land Rover was planning a hardcore Defender to send the model off to pasture in high-performance style, and considering an extreme Range Rover as well. If either of those rumors materialize, they look like they'd be prime candidates for the SVX line. JLR Special Vehicle Operations has already showcased what it can do with the high-performance Range Rover Sport SVR, the luxed-up Range Rover SVAutobiography, the exclusive F-Type Project 7 and the continuation classic Lightweight E-Type. C/D confirms that further SVR models are in store to replace Jaguar's R-S performance models, while the SVX line would likely remain exclusive to Land Rover.