1974 Jaguar E-type Roadster V-12 on 2040-cars

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Jaguar's next turnaround plan outlines a major shift to upmarket luxury

Jaguar wants to reinvent itself again, this time as a purveyor of EVs that competes in the luxury space dominated by Bentley. It outlined a turnaround plan written to help it move upmarket while launching a new range of models. Company boss Thierry Bollore, a French industry veteran who briefly ran Renault in the late 2010s, told British magazine Auto Express he wants Jaguar to represent what he described as "modern luxury." He added his vision of modern luxury is "extremely reductive" in terms of refinement, modernity, engineering, and technologies. Jaguar said it will go EV-only, yet it scrapped the next-generation XJ at the 11th hour in 2021 because the sedan didn't fit its image of a re-imagined brand. Making Jaguar synonymous with "modern luxury" requires starting from scratch. "The situation at Jaguar was really a concern from outside," said Bollore after revealing Renault looked at purchasing Jaguar-Land Rover in the late 2010s, "and more than a concern from inside, because the brand has been damaged to a certain extent." That's why the turnaround plan calls for a blank slate to rebuild Jaguar on. Design work for an entirely new range of Jaguar models has been completed, the executive affirmed, and Auto Express speculates the portfolio will initially consist of three models: a two-door sports car (likely a follow-up to the F-Type) and a pair of crossovers. Note that there's no sedan on the horizon. These three cars will ride on the same modular architecture, though it's too early to tell if it will be developed in-house or shared with another carmaker. They'll wear a new design language that was forged by holding an internal contest three teams participated in. Competing with Bentley, among other carmakers, will require convincing customers to pay six-digit sums. "Luxury starts not far from GBP100,000," said Bollore, a figure which represents about $140,000 at the current conversion rate. As of writing, none of Jaguar's models start above $100,000, though some cross that threshold once options are piled on. Its cheapest model, the E-Pace, starts at $39,950. Its most expensive is the electric I-Pace at $69,850. No one would pay $140,000 for an E-Pace, even if it's electric and brimming with tech, so Jaguar's upcoming models will all be relatively large. That doesn't mean Bollore will put a leaping cat emblem on a Land Rover Range Rover and call it a good job well done. He wants to ensure the two sister brands coexist without overlapping.

Jaguar F-Type meets America in first TV spots

With its new "Your Turn" global ad campaign, Jaguar has introduced its 2014 F-Type to the world of broadcast media. The effort takes aim at the monied 25-54 demographic, which makes sense of Jaguar recently shacking up with the 2013 Playboy Playmate of the Year Raquel Pomplun and San Francisco NFL quarterback Colin Kaepernick. You'll also be seeing the new roadster on ESPN's SportsCenter, late night ABC talk show Jimmy Kimmel Live, the USA Network show Covert Affairs, the Sundance Channel and theaters, magazines and everywhere digital. On top of all that, a social media campaign includes a contest called #MyTurnToJag that will reward four winners with a custom drive in the new convertible.
You'll find the first two spots below, along with a press release on the roaring red marketing onslaught headed your way.

Lister teases 675-hp, 200-mph Stealth SUV

In the middle of 2018, Lister unveiled what was then called the LFP, intended to be the world's fastest SUV. The initials stood for Lister F-Pace and the dark green hulking beauty was based on, surprise, the Jaguar F-Pace SVR. Except where the F-Pace SVR used a supercharged 5.0-liter V8 producing 550-horsepower to claim a 176-mile-per-hour top speed, the LFP would wring that engine out to 675 horsepower in order to hit 200 miles per hour. Since that time, Lister's rolled out other models such as the F-Type convertible-based LFT-C 666 and Knobbly roadster continuation cars. At last, the LFP is ready for primetime, and it brings the new name of Lister Stealth with it. According to CEO Lawrence Whittaker, all the firm is waiting on is for the UK's lockdown to end, then the high-rise double-ton party can start. For now, we have a teaser video with a few quick visuals of the dangerously aggressive bodywork and a microphone-melting clip of someone dancing on the throttle. Save for the audio distortion, it looks and sounds superb. The ingredients of the transformation from F-Pace SVR to Stealth remain secret. As Pistonheads pointed out, the 675-hp Lister Thunder, based on the F-Type SVR hardtop, installed a new supercharger pulley, air filter and intercooler, a freer exhaust, and a remapped ECU to unlock 100 more horses. It's reasonable to expect the same template as a starting point for the Stealth. If the crossover can hit its 3.5-second mark from zero to 62-miles per hour, it will beat everything we can think of that isn't a Tesla, and the Stealth will top all comers if it nails the promoted top speed. Whittaker said production stops at 250 units, with orders having already come in. The price starts at "around GBP140,000," equal to about $175,000 greenbacks. Tiff Needell, who raced Lister cars in the 1990s, has been lined up for video presentation work once the proper launch takes place. If we're lucky, Needell will be the one to show and tell us what the Stealth can do, occasionally sideways, with lots of smoke. Related Video: