1993 Jaguar Xj6 Sovereign Sedan 4-door 4.0l on 2040-cars

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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 XJS gets resto-mod treatment from England-based TWR

From the Volvo P1800 to the Porsche 928, the resto-modding trend has propelled numerous classics into the 21st century. Born-again English firm TWR rummaged through its own backyard to jump on the bandwagon: it unveiled an updated version of the Jaguar XJS. Known as the Supercat, the resto-modded XJS shares little more than a silhouette and a few basic styling cues with the coupe that inspired it. It's more muscular-looking thanks to a body kit that adds a front splitter, Group B-esque wheel arch flares, a rear spoiler and a massive diffuser integrated into the rear bumper. It gets modern-looking LED lights on both ends, and it rides on center-locking wheels. TWR notes that the body panels are made out of carbon fiber to keep weight in check. Interior pictures haven't been released, though we're told nearly every part of the car will be highly customizable, and we'll need to be patient to find out precisely what's under the hood. To whet our appetite, TWR mentioned a V12 engine supercharged to 600 horsepower and a six-speed manual transmission. All told, it has taken the company more than two years to reach this stage, including intensive real-world testing. TWR notes that the Supercat will make its dynamic debut during the summer of 2024 (our money is on the Goodwood Festival of Speed). If you want one, act fast: production is limited to 88 units globally and pricing starts at GBP225,000 excluding taxes, which represents about $281,500 at the current conversion rate. Dollars matter here: unlike some resto-mods, the Supercat was developed with our market in mind. If the XJS isn't your thing, TWR stresses it has additional resto-modded projects in the pipeline. It hasn't revealed what's next, however. Jaguar XJS View 6 Photos The donor car Released as the XJS for 1976 as a replacement for the E-Type, the two-door Jaguar (shown above) was offered in numerous configurations during a production run that lasted well beyond even the company's expectations; it remained part of the range until 1996. It was offered with a straight-six, a V12, a stick, an automatic, as a coupe, and as a convertible, and it received numerous updates inside and out to remain relatively fresh. Related Video:

Jaguar F-Type 'Design Study' headed to Goodwood

With the Goodwood Festival of Speed taking place this weekend, Jaguar has announced it will be there with its new trio of R models as well as a design study version of the hot new F-Type sports car. While we've already seen the XFR-S last year at the LA Auto Show and the XJR and XKR-S GT at the New York Auto Show, the F-Type design study has our attention.
Based on our recent sighting of a fixed-roof F-Type being tested in full camouflage, this could mean that we'll finally get to see a sexy F-Type Coupe in near-production form. Of course, with all of the other R branded models on display, Jaguar could also unveil a sporty new R - or maybe even an RS - F-Type roadster. Whatever is planned, it will not be a static display - Jaguar says the design study car will be in action, making the fabled run up Goodwood Hill with chief engineer Mike Cross at the wheel. Scroll down for more information about what Jaguar has planned for Goodwood.