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Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.

Jaguar could morph into an electric-only brand and explore new segments

Jaguar is set to morph into an electric-only brand whose products will be aimed directly at Tesla's and Polestar's, according to a recent report. Its future range will allegedly include alternatives to the Tesla Model 3 and the Polestar 2. Nick Rogers, the head of Jaguar-Land Rover's engineering department, told British magazine Auto Express that a small electric Jaguar "would be great." His definition of small is different than, say, Smart's; don't expect the company to release an alternative to the ForTwo, or something along the lines of a Renault Twizy. Instead, he's likely referring to a model positioned below the XE, which is currently the smallest Jaguar, in terms of size. If approved, the car will be about the same size as a BMW 1 Series, though it might sit a little bit taller. Adding a few inches of ground clearance would give engineers more space to stuff a battery pack under the floor, while allowing its marketing department to reach a wider audience by presenting the hatchback as a crossover. "We need to think about that. That's a really cool space that we ideally want to be in, and ideally our customers want us to be in. It's extremely relevant at this time," he said. This isn't the first time we've heard that Jaguar is starting to think small. In June 2020, we reported the company is considering replacing the aforementioned XE and the XF with a single compact model that would almost certainly be offered as a hatchback and as a sedan. Jaguar's transformation into an electric-only manufacturer is allegedly the brainchild of Thierry Bollore, who will take the firm's reins in September. He recently led Paris-based Renault, which is also allocating huge resources to electrification. We know the next-generation XJ (shown in spy shots taken far north of the Arctic Circle) will be offered with an electric powertrain (though internal combustion variants will be available, too), and Auto Express learned an XE-sized battery-powered model placed in the Model 3's segment is very likely, too. Finally, at least for now, an electric SUV tentatively called J-Pace will reportedly enter production in the coming years. It's too early to tell what the future holds for the E-Pace, the F-Pace, and the XF, though we wouldn't be surprised if the latter does not get a replacement. Where the F-Type would fit in an electric-only range hasn't been decided yet; sealing its fate one way or another will be one of Bollore's first tasks.

2017 Jaguar XE 20d Quick Spin

Base models rarely get their due in the press. Big-engine, high-horsepower variants get all the headlines, but the junior version is what sells in volume. We're just as guilty here at Autoblog, with both a first and second drive of the Jaguar XE in supercharged V6 guise, and barely a mention of the entry-level, 2.0-liter diesel. So, in Perd Hapley style, the Jaguar XE diesel is the model of the Jaguar XE we're going to discuss. Yes, the volume model of the Jaguar XE is a diesel, at least for now. A turbocharged 2.0-liter gas engine, wearing the 25t badge, will arrive after the XE's early 2016 on-sale date. Oil-burners and volume are not a thing in the United States, except for heavy-duty pickup trucks. Despite that apparent contradiction, the XE 20d could find some converts. Driving Notes The biggest clue to the engine's fuel source is the tachometer, which only counts to 6,000. But you wouldn't know from the fast throttle response or the way revs climb when you mash the accelerator. All 180 peak horsepower come at 4,000 rpm, and the 317 pound-feet of torque are available from 1750 to 2500 rpm. Really, this engine is smooth. Credit the low 15.1:1 compression ratio, which also helps make the engine's aluminum construction possible. The surge of power from the turbo builds steadily instead of kicking in all at once. Jaguar's engineers focused on friction reduction with a fanatical devotion, all in the name of efficiency. One key feature is the offset crankshaft. That is, the crankshaft is located to the side of the cylinder centerline. This reduces the side load forces during the firing cycle. In the manual transmission the gears are cupped to reduce mass. A pump sprays oil directly on the cogs, which cuts back on the total amount of fluid and cuts back on friction loss due to windage. No, the manual transmission isn't coming to the US. And yes, it's really good. Not just in the cliche journalist love for the diesel-manual combo, but objectively good. That smooth responsive nature of the engine is amplified when you get to choose your own gears. So we make due with the eight-speed automatic, the 8HP45 version of the ubiquious ZF box. The coolest trick here is a pendulum-style damper in the torque converter instead of a typical spring damper. When the torque converter is locked up this cuts down on torsional vibration between the engine and transmission. And that enables low-rpm cruising and higher mpg.