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2023 Jaguar F-Pace SVR Edition 1988 begins the brand's reset

At the end of last month, Jaguar hit the 'Delete' button on nearly ten years of Instagram posts, replacing them with three images of the Jaguar XJR-9 endurance racer that won the 1988 24 Hours of Le Mans. We made two conjectures as to what it could mean, the first being, "a limited-edition version of an existing car inspired by the XJR-9 could be around the corner." And here we have none other than a limited-edition version of an existing Jaguar, called the F-Pace SVR Edition 1988. Created by the SV Bespoke division with help from Special Vehicle Operations and the design team, this is the Jaguar's first limited edition F-Pace; the brand will make just 394 of them for global consumption, celebrating the number of laps the XJR-9 completed during its win at La Sarthe. The changes are cosmetic, sadly, which means no 7.0-liter V12 up front. The standard supercharged 5.0-liter serves here, making the standard 550 horsepower and 516 pound-feet of torque. It looks more sinister than ever, though, hidden behind Midnight Amethyst paint and a set of 22-inch Champagne Gold forged alloy wheels. If that weren't enough to announce itself, there are also Sunset Gold Satin accents that contrast with the standard Black Package, such as the Edition 1988 badging on the fenders, leaper badge in back and tailgate script. A silver "SV Bespoke commissioning graphic" informs that each model is "One of 394." Inside, occupants find more Sunset Gold on the steering wheel, shift paddles, instrument panel and ventilated Performance Seats. They're offset by semi-aniline leather everywhere, and carbon fiber trim finishers. Jaguar mentions as well that it's incorporated what3words navigation into the Pivi Pro infotainment system. A combination of three terms identifies three-square-meter blocks (32.3 square feet) around the world, the phrase "echo.twin.papers" providing directions to the Empire State Building, for instance. The F-Pace SVR Edition 1988 starts at $111,150 after the $1,150 destination charge, a $23,400 surcharge over the base F-Pace SVR.  Now we wait to find out about our second surmise for the brand — a return to old-school competition with an endurance racing program. It's unlikely for tens of millions of reasons, but we'd love to see the cat back at that French country house with Acura, Audi, BMW, Cadillac, Lamborghini and Porsche. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Jaguar-Land Rover rules out downsizing into new segments

Jaguar-Land Rover (JLR) will continue expanding its portfolio of models during the 2020s, but the group confirmed it won't chase volume by branching out into smaller segments like its German rivals. The two brands will instead seek partnerships to generate economies of scale. "We should not and will not drive down into segments just to get economies of scale," said Felix Brautigam, Jaguar-Land Rover's chief commercial officer, in an interview with Autocar. He added the second-generation Range Rover Evoque (pictured) released in 2018 is already a relatively small car. It stretches 172 inches from bumper to bumper and 75 inches from side to side, so it's approximately 4 inches longer and 5 inches wider than the eighth-generation Volkswagen Golf. It's about 8 inches taller than the German hatchback, however. While that's small by luxury car standards, Mercedes-Benz and BMW respectively went smaller with their Smart and Mini brands. Audi doesn't have an entry-level sub-brand, but it doesn't need to because it's part of the gigantic Volkswagen Group. Japanese luxury firms like Lexus and Infiniti are also part of bigger companies. Brautigam's comments bury numerous rumors. They confirm Jaguar won't take on the Mercedes-Benz A-Class, the Audi A3, and the BMW 1 Series with a model positioned below the XE, which competes against the C-Class, the A4, and the 3 Series, respectively. They also douse cold water on the born-again Freelander (which ultimately morphed into the LR2 in America), which Land Rover was allegedly developing to slot directly below the aforementioned Evoque. Ironically, JLR might soon have access to platforms capable of underpinning smaller vehicles. Parent company Tata Motors is actively looking for an outside company to link arms with the British brands, according to a separate report. Officials reportedly approached BMW -- which used to own Land Rover, and announced a joint-venture with the group in 2019 -- and Geely, the Chinese giant whose portfolio of brands includes Volvo, Polestar, Lotus, Proton, London Taxi Company, Terrafugia, and half of Smart, plus a sizeable, nearly-10% stake in Mercedes-Benz parent company Daimler. Geely told Bloomberg it hasn't heard from Tata or JLR. BMW and Tata remained silent. While a partnership with someone looks likely considering the significant hurdles faced by JLR, its parent company has categorically ruled out selling the duo it purchased from Ford for $2.3 billion in 2008.

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.