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 The brand's quality and reliability dings have also lurked in the back of buyers' minds for decades, though that's an outdated notion.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

Apple lends prestige to a new Mercedes-Benz music system

Not often does Apple offer its name to products or technologies that emerge from beyond the walls of Fortress Cupertino. Could a partnership with Mercedes-Benz signal the start of something new? Mercedes’ new audio system unveiled this past weekend centers on the integration of Apple MusicÂ’s Spatial Audio with Dolby Atmos surround — a music enhancement generally heard in headphone-listening environments — in selected (and optional) Burmester audio systems. Plans are to offer the components initially in the Mercedes-Maybach S-Class, the S-Class as well as the EQE, EQE SUV, EQS and EQS SUV. No prices for the options were announced. Also partnering in the project is the Universal Music Group, one of the worldÂ’s leading music publishers. According to Mercedes, the Dolby tech “empowers musicians and audio engineers to place discrete audio elements or objects in a three-dimensional sound field, which goes beyond the capabilities of standard stereo productions. The system adapts to any playback environment, meaning fans can listen to music with unparalleled clarity that matches the artist's original vision in the studio.” We would expect no less from 31 speakers in a Maybach, powered by a pair of amps churning out 1,750 watts. Imagine Keith Richards cranking guitar through 31 speakers in an enclosed car cockpit. Almost three out of four music consumers say that they listen mostly in a car, says Mercedes Chairman Ola Kallenius. ”Through this exceptional partnership, we are giving our customers the extraordinary in-car audio experience they expect from Mercedes-Benz,” he said. “Both Apple and UMG share our vision and values and, together with Dolby, we will create a seamless and unique experience for our customers." Partnerships between automakers and audio companies have become common in recent years, and there have been mixed results from systems attempting to create a "surround sound" experience that goes beyond stereo. Bose put its systems into General Motors cars decades ago, and others followed, including Bowers & Wilkins, JBL and even the legendary McIntosh. Most recently, famed Italian speaker designer Sonon faber found a home in Maserati's new Grecale, and British speaker maker KEF is working with Lotus.  

Autoblog's adventures at the Nurburgring 24-Hour race [spoilers]

The brand-new Audi R8 LMS, said to share 50 percent of its components with the street-legal R8 shown off at Geneva, has won its very first race at the 2015 Nurburgring 24-Hours. The No. 28 car driven by Christopher Mies, Edward Sandstrom, Nico Muller, and Laurens Vanthoor for the Audi Sport WRT team out of Belgium finished only 40.279 seconds ahead of the No. 25 BMW Sport Team Marc VDS Z4 GT3 in second place, for the smallest winning gap since the race began in 1970. Those two cars traded the lead throughout Sunday morning and were less than a minute away from one another for the last two hours. They were part of a total 35 lead changes during the entire race – a record for the event – and both did 156 laps. Third place went to the No. 44 Falken Tire Porsche 997 GT3, one lap down. The Audis did what they always do: lurked close to the front, stayed out of trouble, then pounced when everyone else faltered. For the opening stretches the BMW Z4 teams owned it, running 1-2-3 for a while, but all of them hit trouble. When morning came and the race got over its yellow-flag fever, the No. 28 Audi was in front and stayed there. It was the third Nurburgring 24-Hour win for Audi in four years, the brand's first win only coming in 2012. Last year's winner, the Phoenix Audi team that set a race record by doing 159 laps, had both of its cars retire. One hit an oil patch about 12 hours in, spun and was hit by another car behind, taking on too much damage to continue. The other retired with engine issues. Other Notes Three cars crashed out of the race while leading, after the rains that weren't supposed to happen, happened about 90 minutes in. The No. 20 Schubert BMW Z4 led the first 50 minutes of the race, hopped a crest at Pflanzgarten, landed in a pool of water, and hit the wall on the 30th lap. Then the No. 30 Frikadelli Porsche, with a driver team that included ex-'Ring Taxi driver Sabine Schmitz, hit the No. 31 Mercedes SLS AMG GT3 on the approach to Carrousel and crashed out. Then the No. 1 Phoenix Audi, last year's winning car, took the lead but hit the wall after that oil patch near Pflanzgarten and was out of the race. Aston Martin celebrated a class win in the SP8 category with the No. 49 Vantage GT4 N430. This being the tenth anniversary of the Vantage running the Nurburgring-24, this year's car was painted in the same colors as the racecar from ten years ago.