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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Stirling Moss' Jaguar C-Type could bring $7.5M in Monaco

With little over 50 examples made and a decorated racing history, the Jaguar C-Type is one of the most sought-after models ever made by the famous British marque. Bonhams has a very special one coming up for auction – one that Sir Stiling Moss drove at Le Mans in 1952. Jaguar built chassis number XKC 011 for its works racing team in 1952. It made its debut at Silverstone at the hands of pre-war racing legend Peter Walker. Then the factory outfitted with specially elongated bodywork for Le Mans, where Moss teamed up with Walker to split driving duties. Sadly it didn't make it to the finish line thanks to an engine failure, marking the second of eight DNFs that Moss would suffer in ten campaigns at the French endurance race. Moss drove this C-Type in several more races after it was converted back to its standard bodywork. It was then raced by Ecurie Francorchamps before being sold to run in British club racing. The current owner acquired it in 1963, and has held onto it until now. XKC 011 is scheduled to highlight the upcoming Bonhams event at the Fairmont Monte Carlo during the Monaco Grand Prix Historique next May. Bonhams has not published a pre-sale estimate for how much it expects this example to sell for. However in correspondence with Autoblog, the company's auction specialist James Knight revealed: "We certainly feel the car will exceed GBP5m and has the potential to achieve much more." That base estimate works out to over $7.5 million at current exchange rates. We'll be watching to see whether the final sale price comes closer to the $3.7 million for which - according to the Sports Car Market database - Gooding sold one C-Type in 2012, or to the $13.2 million which RM Sotheby's raised for another this past August. Related Video: BONHAMS RETURNS TO MONACO WITH EX-STIRLING MOSS JAGUAR C-TYPE THE MONACO SALE 'LES GRANDES MARQUES A MONACO' 13 May 2016 Monte Carlo In 2016, Bonhams will return to Monaco to present an exclusive sale of just 40 hand-picked, exceptional motor cars. Timed to coincide with the Monaco Grand Prix Historique, the sale will take place on 13 May 2016. "Already renowned in motorsport circles for its annual Monaco Grand Prix and Monte Carlo Rally, the glittering Mediterranean Principality is now to host the Bonhams Monaco Sale," said James Knight, Bonhams Group Motoring Director. "The auction will be carefully curated, tailored to offer only the most desirable models to the market.

Porsche 911 Turbo and Nissan GT-R Nismo star in World's Greatest Drag Race 4

We love Motor Trend's annual World's Greatest Drag Race video. Now back for its fourth appearance, the idea of lining some of the world's fastest cars up for a ten-wide, straight-line, full-throttle run is, well... it's pretty freaking badass.
The lineup this year boasts some impressively fast cars to be sure. The group of ten includes the following darlings: Alfa Romeo 4C, BMW i8, BMW M4, Chevrolet Camaro Z/28, Ford Fiesta ST, Jaguar F-Type R Coupe, Nissan GT-R Nismo, Porsche 911 Turbo S, Subaru WRX STI and, last but not least, the Volkswagen GTI. Give us any one of those for the weekend, and we're happy to take the keys.
It must be said though, that for a publication that draws as much water as Motor Trend does, there are some big cars that we might expect to be here instead. The Lamborghini Huracán or Ferrari 458 Speciale would have added some exotic flare to the list, and the omissions of the Chevy Corvette Stingray (for the second year in a row) and the Dodge Challenger Hellcat are real head-scratchers.