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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar wants to become the British electric company

Jaguar has been telegraphing its electric future for years, and this week we're beginning to see it come to fruition. The company's Formula E race team officially launched September 8 with sponsorship, livery, and an interesting name for its racecar, the I-Type 1. It marks Jaguar's return to factory-supported racing and serves as a model for the company's future strategy. "The Formula E championship will enable us to engineer and test our advanced technologies under extreme performance conditions," Nick Rogers, executive director of product engineering at Jaguar Land Rover, said in a statement. "We will apply this vital knowledge as part of our real-world development." Formula E competition starts October 9 as the all-electric racing series begins its third season. Panasonic signed on as the title sponsor of the team. Formula E is a natural move for Jag and allows the British company to remain true to its racing heritage while still looking toward. The company claims seven Le Mans titles, which is the fourth-most in history, even though it hasn't won one since 1990. That's a great lineage, but Jaguar knows it's getting dusty. Launching a Formula E effort allows it to compete in a form of motorsports that should prove relevant to road-car technology. Jag is drawing on Williams Advanced Engineering (you might have heard of its F1 team) for the electric powertrain. Williams also helped with the development of Jaguar's C-X75 plug-in concept car. Meanwhile, we also captured an F-Pace crossover silently testing this week in the Alps. Though it looks like a normal F-Pace, spy shooters report it was producing no engine noise, leading (or perhaps leaping) to the conclusion it's the rumored electric SUV Jaguar is working on. Likely, this prototype has a diesel engine as a range extender. View 11 Photos Though the camouflaged F-Pace is great fodder for speculation, Jag's electric efforts are not a secret. Jaguar and Land Rover showed off three electric-vehicle demonstrators last year and the company is exploring everything from mild hybrids to full electric powertrains. JLR has filed paperwork to secure trademarks for I-Pace and E-Pace. "JLR is definitely rushing headfirst into electrification," said Ed Kim, vice president of industry analysis for research firm AutoPacific.

2019 Jaguar I-Pace Drivers' Notes Review | Cool cat

The 2019 Jaguar I-Pace is one of the latest and most important models to hit the market in the past year. Finally, we're starting to see automakers roll out models that can compete directly with products from Tesla. The I-Pace has a striking design both inside and out and packs all of the charm you expect from a Jaguar product. So far, we've been impressed by the I-Pace, and we're not the only ones. Check out our discussion on the Autoblog podcast. The I-Pace has an EPA-rated 234 miles of range, and power from the battery is sent to all four wheels thanks to a pair of electric motors. This Caesium Blue model is in top-level HSE trim. Its $81,495 base price includes features like a panoramic sunroof, LED lighting, heated and ventilated front seats, dual-zone climate control, a Meridian audio system and air suspension. Our tester is fitted with a number of options, the most expensive of which are the $2,400 performance seats. Other options include a $570 heads-up display, $800 four-zone climate control, $250 for adjustable ambient lighting and $100 for fog lights. All in, this Jaguar will set you back $89,638 before any incentives or tax credits. Editor-in-Chief Greg Migliore: I'm really impressed with the I-Pace. It represents a new vision for Jaguar's electric strategy, and it's executed well in nearly all areas. The powertrain, pushing out 394 hp and 512 lb-ft of torque, is spectacular, pulling me back in my seat as I darted through lights and passed plodding traffic. Dynamic mode quickens the pulse a bit more. I didn't notice a dramatic change in driving character, other than a slight tweak to the steering, which is light, precise and direct. It's a good feel. The design is striking. It looks better in real life than in pictures. Analyzing Autoblog's galleries of the I-Pace and its preceding concept gave me pause. This thing is awkward, I mused. But in my driveway, on the street — it's cool. It's slightly lifted yet also chopped, creating a wedge-shaped dynamo of a four-door. Only downside: very little rear visibility. Inside, this one has a gorgeous "oyster" suede headliner, aluminum trim and handsome brown leather. The infotainment works pretty well; Jaguar is getting better at these. I wouldn't mind a few more analog buttons, but this is easier to pick up than it appears. It's sharp and futuristic. The I-Pace wasn't all great.