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How and why Jaguar designed an electric SUV

Adrian Belew, front man of famed progressive rock band King Crimson and collaborator with Bowie, Zappa, and the Talking Heads, released a prescient song in 1982, but we didn't know exactly how prophetic it was until this week. The song was titled Big Electric Cat, and its lyrics seemed to predict nearly 35 years ago the unveiling of Jaguar's first all-electric vehicle, a production-ready crossover concept with the not-so-ingenious name, I-Pace. She arrives like a limo/Smooth and moving/On the prowl through the crowd/To the beat of the city/She glows in the dark/Wherever she parks/Concrete crumbles and the night rumbles. At first glimpse of the I-Pace, you may not have precisely the same feeling of disintegration as the roadbed Belew mentions, but there is no denying that the new Jag is important for the brand. Flush with investment from its corporate overlords at Tata, the company is on its most robust product offensive ever, rounding out its lineup to become a full-range manufacturer, investing in autonomous driving and projective head-up technologies, nearly doubling global sales, and now going electric. "This is probably the most important car since the E-Type, I really mean that," says Jaguar director of design Ian Callum. "And when we get this car out into production and it gains recognition and popularity, I think history will show it's a significant step for the brand. Not only because we're embracing the future, quite openly and honestly, but because we're going to beat the rest of them. Tesla is there already, but none of the rest." As a challenger brand – one not in the top of mind consideration set like rivals at Mercedes, Audi, or Lexus – Jaguars are made or broken on this kind of differentiation. The I-Pace is certainly distinctive, and looks like nothing else on the road. Like many contemporary Jaguars, its rear three-quarter view is its most compelling, with the slender half-round taillights inspired by the legendary E-Type that were first revived on the F-Type and have since become a signature. But here, the rear end is shaved off and in an angular concavity that seems an effort to take as much mass as possible out of the back, and one that echoes elsewhere on the vehicle: in the scalloped sides, in the continuous path of glass from the base of the front windshield to (almost) the base of the rear liftgate. But especially in the foreshortened and deep-nostriled hood.

Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

Jaguar releases Desire short film starring F-Type and Damian Lewis

After stoking the hype with a theatrical-style trailer, Jaguar has finally released the full-length version of its mini-movie, Desire, to help kick off the new 2014 Jaguar F-Type. Starring Homeland actor Damian Lewis across from the lovely Shannyn Sossamon, the film has been turned loose on YouTube after an initial debut at the Sundance London film and music festival.
Shot in Chile's rather breathtaking Atacama Desert, Desire is described by the producers as being "A story of betrayal, retribution, passion and greed." Lewis plays the lead role of Clark, a high-end car delivery guy (great work if you can get it), who runs into an unexpected, sexy mystery when shuttling the lovely F-Type to the middle of nowhere. Who could have guessed?
We won't spoil any of the not-exactly-serious 13-minute plot for you; scroll down below to see for yourself if the theatrical pomp and circumstance is worthy of Jag's newest roadster.