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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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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 takes evolutionary approach for 2016 XF [w/videos]

One week ahead of its debut at the 2015 New York Auto Show, Jaguar has let loose a slew of images and details on the second-generation 2016 XF Sedan. The release comes alongside a high-profile stunt over London's Canary Wharf. A total of 75 percent of the XF's body is made from aluminum, which trims the big cat's curb weight by 132 pounds on the rear-drive model and 265 pounds on the all-wheel-drive variant. Aside from aiding acceleration, braking and fuel economy, the advanced structure promises an increase in torsional stiffness as well as a 50-50 weight distribution. Beyond that, the new car's dimensions differ only slightly compared to last year's XF. The wheelbase has been stretched by two inches, although the new model is 0.3-inches shorter and 0.1 inches lower. Double wishbones are used in front while an integral-link suspension sits in back with standard traditional dampers and optional adaptive dampers. Jaguar is also promising the Configurable Dynamics system that was pioneered on the F-Type. No surprise here, but an electric power-assisted tiller will be in use, although Jag says it benefits from lessons learned with the XE. Jaguar is mum on its full powertrain lineup, although it does mention that both 340-horsepower and 380-hp versions of Jaguar Land Rover's familiar 3.0-liter, supercharged V6 will be offered, paired with standard eight-speed automatic transmissions (likely the highly regarded ZF autobox). Jaguar's designers, led by design director Ian Callum, didn't rock the boat too much for the new sedan. Clearly inspired by the upcoming XE, the new XF gets a wider, but thinner grille. The headlights are slimmer, but retain a similar shape compared to last year's car, and as is the trend, they're now lined with LED accenting. The S trim, shown above, gets wide, menacing grilles in the front bumper as well as a total lack of chrome trim. The XE influence is most evident on the XF's tail, where the Aston Martin-aping taillights of the first-gen have been ditched, with broader, angled units, complete with an F-Type-inspired LED pattern. As with the current car, a thin chrome strip ties the lights together, while the lower bumper on this sportier model features a gloss black surround for the dual exhausts. Not surprisingly, the XF's profile is pretty classic, with a very long hood and a short deck that terminates in a handsome duckbill spoiler.

Lapping Le Mans with 1956's version of a dash cam

Mike Hawthorne and Ivor Bueb won The 24 Hours of Le Mans in 1955 driving a Jaguar D-Type. The following year, a few days before the race, a British broadcaster put cameras on Hawthorne's car, hung a mic from a plate on his race suit and had him narrate a lap of the Circuit de la Sarthe.
It is compelling viewing. A new pit complex was built after the massive accident on the front straight in 1955, but this was still a time when crews prepped for the race on roads that were open to the public. Hawthorne's lap includes maneuvers to avoid bicyclists and cars, and gems like letting us know that doing 185 miles per hour down the Mulsanne Straight was where you could "relax a little, recover your energy." Watch him work it like the men of old in the video below.