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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Mercedes testing C-Class plug-in hybrid modes in Germany

Testing appears to be underway for what would be the first Mercedes-Benz C-Class with a hybrid powertrain. We can see a pair of the prototypes undergoing testing in Germany, with one, a C-Class Wagon, still heavily clad in camouflage and featuring a more noticeable outlet on the passenger side of its rear bumper.
There's also a more production-looking sedan, which features a not-so-discreet flap over its rear-bumper outlet. It's difficult to speculate on power outputs for this fuel-sipping C-Class, although our spies seem to think that this car will feature some combination of a four-cylinder gas engine with an electric motor, although just which four is unclear (note, we wouldn't mind if MB fit its 2.0-liter turbo with some batteries and motors). Regardless, the four-pot/electric motor seems like a pretty reasonable combo, although it probably means that Mercedes won't be challenging the six-cylinder-powered system of the BMW ActiveHybrid3 any time soon.
When the plug-in C-Class arrives later this year as a 2015 model, it will likely offer a full range of driving modes, including both gas or electric, only, as well as a more traditional hybrid mode.

Hollywood stars drink hydrogen B-Class F-Cell emission water in Death Valley [UPDATE]

A plug-in electric vehicle can be used to power a house during a winter storm, but if you're more worried about the heat of, say, Death Valley, then maybe you'll want a Mercedes-Benz B-Class F-Cell along. That's the message of a new video from Daimler and starring Diane Kruger (Inglourious Basterds) and Joshua Jackson (Fringe) that promotes the company's hydrogen-powered car. The gist? You can drink the tailpipe emissions. The two Hollywood stars drove in Death Vally without any water in their F-Cell but had a special tank hooked up to the tailpipe to collect the H2O drips as they drove in 100+ degree temperatures. There's a reason these two actors were chosen, since they've been driving an F-Cell in their daily lives for two years, according to the Diamler press release. The text is, shall we say, a bit hyperbolic - "Their lives rely on the emissions of the B-Class F-CELL" it says, totally ignoring the film crew that is obviously along for the ride and more than likely had a few bottles with them. Also, when the California Fuel Cell Partnership promoted the same idea a few years ago, it clarified that, "A fuel cell doesn't produce enough water to fill your glass. ... If fact, fuel cells produce about the same amount of water as gasoline vehicle – about 1/3 cup for a full day of driving." Thus, this whole thing is a Hollywood stunt, but it's a visually effective one. See for yourself in the mini-movie below. UPDATE: Daimler has told AutoblogGreen that there was no "extra Hollywood magic" needed for the water collected in the video. Instead, Madeleine Herdlitschka, who works at global communications for Mercedes-Benz Cars, said, "Considering the technical characteristics, the Mercedes-Benz B-Class F-CELL emits about 9 kg of water vapor per kg of hydrogen while driving. The vehicle has a hydrogen capacity of about 3.7 kg, what is sufficient for a max. of about 400 km of range. A tailor-made construction, designed by the production company Markenfilm Crossing in cooperation with our fuel cell experts, made it possible to collect the water in a tank - previously cooling the vapor with a specially designed pipe system." This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.