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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Jaguar Land Rover building new Special Vehicle Operations facility

It's only been a couple of months since Jaguar Land Rover announced the formation of its new Special Operations division, and we've already seen a number of vehicles to come out of it. But now the British automaker has announced a new facility that will house its elite skunkworks department.
Set to be built at Prologis Park in Ryton, England, on the outskirts of Coventry, the new Special Vehicle Operations Technical Centre will encompass dedicated production lines, F1-style flexible workshops, a dedicated paint studio and VIP suite for commissioning bespoke projects. JLR will spend some $33 million on the facility that will be home to 150 specialists - 100 of them being new hires.
The first project which the Special Operations division is working on is the F-Type Project 7, but we've already seen more projects in the pipeline - including the upcoming Range Rover Sport SVR - and you can bet there'll be more. The revival of the Lightweight E-Type also falls under Special Operations, but is undertaken by the Jaguar Heritage department located nearby at Browns Lane.

Jaguar planning all-electric E-Pace crossover

Jaguar hasn't quite finished rolling out the new F-Pace (pictured above), and already reports are circulating of another crossover model to join it in the near future. According to Automobile, it'll be called the E-Pace. Here's the kicker: it'll be all-electric. The E-Pace would take advantage of ultra-efficient aerodynamics in order to drop its drag coefficient to just 0.28 g, thereby increasing efficiency. It'd also be the first fully electric model from Jaguar, and would likely be even smaller than the sporty new F-Pace. Through-the-road all-wheel drive would give it poor weather traction, and the electric motors would provide plenty of low-end punch. The model would go up against the Tesla Model X and a potential production version of the Audi E-Tron Quattro concept revealed in Frankfurt. Rather than handle production in-house, the E-Pace could emerge as the mysterious upcoming model which Jaguar Land Rover is planning to have Magna Steyr build on its behalf. The factory in Graz, Austria has long built the G-Class for Mercedes-Benz, continues to assemble the Mini Countryman, and has also handled models like the Aston Martin Rapide and BMW X3. Automobile figures that Jaguar would need to make at least 20,000 units each year to make the model profitable. For comparison's sake, Tesla is projected to move about 33,000 Model S units in 2015. Even if the E-Pace falls short of this target, the project could be worthwhile for JLR purely for publicity purposes and to help cut its average fleet emissions. Related Video: