2004 Jaguar S Type Stunning Condition 63k Original on 2040-cars

Auto blog

Jaguar Land Rover is going to call itself 'JLR' and spin off brands

Embracing the current popular philosophy that less is more, the executives at Jaguar Land Rover plan to officially rename their company “JLR” and to create a new “house of brands” that will emphasize name equity and refocus its vehicle offerings. In simple terms, the British-based, India-owned company will split into four separate brands: Range Rover, Discovery, Defender and Jaguar. While this shift may appear to be essentially a function of marketing and dealership bookkeeping, the over-arching reason is to give some of the brands more visibility. Details of the plan, which would reconfigure showrooms in Britain into discrete brand footprints, were discussed this week at a presentation by JLR CEO Adrian Mardell. “The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesnÂ’t give it. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”  Underlying the effort is plans to reinvent Jaguar as an electric-only luxury brand, Mardell said that this was “unfinished business” for him since he joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where weÂ’re going back to and the right place for us to be." He further acknowledged that JLR had been “quiet” recently in the face of semiconductor chip shortages, but allowed that that situation was easing at his company.

Jaguar working on windows that open when you touch them

Jaguar is working on side windows that will whir up and down not with a push of a button, but with a touch of the glass itself. According to Jaguar Design Director Ian Callum, "For instance, if you want to pull the windows down, you touch a certain area of the glass and you can actually just drop them down." Callum would go on to caution, "These things are all a work in progress at the moment," before pausing and saying, "That's coming." When we asked when we might see such technology deployed in a production car, Callum, who spoke with Autoblog at the Detroit Auto Show on Monday, said, "I don't know when, but we certainly know how to do it." Callum was less forthcoming about how the technology functions, saying, "Oh, I can't tell you (laughs)... it's proximity, mainly." It's not clear whether traditional physical switches mounted on the doors would still be required with such a system. The designer then went on to discuss Jaguar's innovation in proximity-based switchgear – the automaker has already been using the technology for its interior overhead lighting controls and glovebox release. When we asked about any safety concerns that touch-control windows might generate, Callum said, "I think if it's a very specific area, there's absolutely no ambiguity about what you're trying to do – it's fine." Callum knows a thing or two about the need for absolute specificity in this area – when Jaguar introduced its XF sedan with proximity switchgear, it found passengers were accidentally opening their gloveboxes with their knees, which prompted a quick redesign. "It's a whole new genre of disciplines that we have to think about – what is safe," he said. Design/Style Jaguar Technology Luxury 2015 Detroit Auto Show

Jaguar re-releases the toolkit the E-Type came with when it was new

Finding a complete, original toolkit is a rare treat for vintage car collectors. Jaguar's Classic division has its finger on the hobby's pulse, so it launched a reproduction of the toolkit placed in every new E-Type between 1961 and 1971. It lets owners put the final, factory-correct touch on their restoration. The British firm rummaged through its archives to find the toolkit's engineering records in order to make it to the exact same specifications as the original. The list of tools included in the bundle includes pliers, a three-piece screwdriver, a screwdriver used to adjust the ignition points, a feeler gauge, a grease gun, a valve timing gun, and an assortment of wrenches. They're all Jaguar-branded, and they come in a leatherette pouch that's just like the one buyers got when they purchased a new E-Type. It fits neatly in a corner of the E's trunk; the only thing missing is a rag to wipe your hands with when you're done wrenching. Jaguar doesn't offer one -- yet. Jaguar noted that only Series I and Series II variants of the E-Type came with the toolkit, and it went out of production nearly 50 years ago. This is a classic British car we're talking about, so you can safely bet the cost of a full, in-house restoration that the tools saw plenty of use. They inevitably ended up in mix-and-match toolboxes over the years. Sourcing a complete kit in good condition is consequently difficult, and expensive; some trade hands for nearly $6,500. Available online from Jaguar - Land Rover's classic shop, the reproduction is priced at 732 British pounds (about $950), so it's a bargain in comparison. Still, we wouldn't blame owners who decide to keep the toolkit for decorative purposes, and use much cheaper tools when wrenching gets serious.