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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Daimler boss says fuel cell vehicles will be disappointing for at least 10 years

Daimler AG CEO Dieter Zetsche is pretty confident about the imminence of self-driving cars. Hydrogen fuel-cell vehicles? Not so much. He didn't even get into the possibility of self-driving fuel-cell vehicles, but we're okay taking future technologies one at a time. Zetsche, in an interview from the Detroit Auto Show last week, said the automotive industry is about a decade away from avoiding disappointing experiences with production fuel-cell vehicles, In Auto News says. Zetsche was quick to note that the Mercedes-Benz parent entered into a fuel-cell partnership with Ford and Nissan early last year in an effort to split costs and speed things along, with the expectation that the group would develop something together by 2017, but even that won't be able to smooth things out fully. Toyota and Hyundai have said they'd have their own production vehicles on the road sooner than that. Multi-corporation-partnerships notwithstanding, Zetsche bemoaned the high costs, lack of vehicle volume and minimal refueling infrastructure as the proverbial roadblocks to more rapid development and adoption of fuel-cell vehicles. As it is, the US has just 10 publicly accessible hydrogen refueling stations, eight of which are in Southern California, according to the US Department of Energy. As for autonomous automobiles, Zetsche was more upbeat. Daimler already has what it calls the "Distronic" cruise control system that includes an automatic braking feature and has successfully driven a car 60 miles with "with relatively modest adjustments to the existing onboard technology." Featured Gallery Mercedes-Benz F-Cell View 9 Photos News Source: In Auto News Green Mercedes-Benz Hydrogen Cars

Test drive the Mercedes SLS AMG Electric Drive with Chris Harris

It's hard to not like the Mercedes-Benz SLS AMG GT. The all-aluminum coupe is fitted with a wonderful naturally aspirated 6.2-liter V8 delivering 583 horsepower and 479 pound-feet of torque. Not only does the burly combustion engine launch the two-seater to 60 miles per hour in less than four seconds, but it does so with one of the world's greatest exhaust soundtracks as it roars, burbles and cackles down the road.
But what happens when Mercedes-Benz takes away the V8 and its accompanying fire-burning song? Stripped of one of its most appealing assets, does the SLS lose its soul?
Chris Harris recently had the opportunity to take the Mercedes-Benz SLS AMG Electric Drive for a track spin in Europe. Sans gasoline, but with four electric motors providing a combined 740 horsepower (737 pound-feet of torque), all-electric all-wheel drive coupe uses sophisticated torque vectoring and a multi-mode operating system to put oversteer - drifting! - back into the equation. Fun? You bet. See for yourself, below.