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Jaguar's next turnaround plan outlines a major shift to upmarket luxury

Jaguar wants to reinvent itself again, this time as a purveyor of EVs that competes in the luxury space dominated by Bentley. It outlined a turnaround plan written to help it move upmarket while launching a new range of models. Company boss Thierry Bollore, a French industry veteran who briefly ran Renault in the late 2010s, told British magazine Auto Express he wants Jaguar to represent what he described as "modern luxury." He added his vision of modern luxury is "extremely reductive" in terms of refinement, modernity, engineering, and technologies. Jaguar said it will go EV-only, yet it scrapped the next-generation XJ at the 11th hour in 2021 because the sedan didn't fit its image of a re-imagined brand. Making Jaguar synonymous with "modern luxury" requires starting from scratch. "The situation at Jaguar was really a concern from outside," said Bollore after revealing Renault looked at purchasing Jaguar-Land Rover in the late 2010s, "and more than a concern from inside, because the brand has been damaged to a certain extent." That's why the turnaround plan calls for a blank slate to rebuild Jaguar on. Design work for an entirely new range of Jaguar models has been completed, the executive affirmed, and Auto Express speculates the portfolio will initially consist of three models: a two-door sports car (likely a follow-up to the F-Type) and a pair of crossovers. Note that there's no sedan on the horizon. These three cars will ride on the same modular architecture, though it's too early to tell if it will be developed in-house or shared with another carmaker. They'll wear a new design language that was forged by holding an internal contest three teams participated in. Competing with Bentley, among other carmakers, will require convincing customers to pay six-digit sums. "Luxury starts not far from GBP100,000," said Bollore, a figure which represents about $140,000 at the current conversion rate. As of writing, none of Jaguar's models start above $100,000, though some cross that threshold once options are piled on. Its cheapest model, the E-Pace, starts at $39,950. Its most expensive is the electric I-Pace at $69,850. No one would pay $140,000 for an E-Pace, even if it's electric and brimming with tech, so Jaguar's upcoming models will all be relatively large. That doesn't mean Bollore will put a leaping cat emblem on a Land Rover Range Rover and call it a good job well done. He wants to ensure the two sister brands coexist without overlapping.

Jaguar I-Pace is the first electric Google Street View car

Google has built a data gathering vehicle for its Maps Street View app out of a Jaguar I-Pace. It's billed as the first electric Street View car and is currently on the prowl and mapping the city of Dublin, Ireland. The one-off vehicle will not only photograph the roads of Ireland's capital, but measure street-to-street air cleanliness and greenhouse gases as well. It's equipped with air quality sensors by Aclima that measure carbon dioxide, carbon monoxide, nitrogen dioxide, nitric oxide, ozone, particulate matter and black carbon — all compounds that contribute to climate change when present in excess amounts. The partnership with Aclima is nothing new. Google has been equipping its more common Subaru Impreza Street View cars with the sensors since 2015. However, the Jaguar I-Pace will not contribute any emissions as it goes about its mission. The all-wheel-drive electric crossover can drive up to 246 miles (after a late 2019 software update) before a charge, and we'd wager Google won't be executing too many of Jaguar's claimed 4.5-second 0-60 sprints to cut down on that figure. Most of the Jag's 394 maximum horsepower and 512 pound-feet of torque will probably go unused. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Google & Dublin City Council Launch Innovative Partnership to Capture DublinÂ’s Air Pollution So why the I-Pace? Though the company has not said, Google's autonomous vehicle spinoff, Waymo, has used Jaguars in self-driving car research. However, Waymo was split off from the Mountain View mothership in 2016, so perhaps it's just a coincidence. For its part, Jaguar Land Rover has pledged to go carbon neutral by 2039. "We are delighted to support this project as it aligns with our own journey to becoming an electric-first business and achieving net zero carbon by 2039. Partnerships like this are one of the ways we can achieve our sustainability goals and make a positive impact on society," said Elena Allen, Project Manager for Business Development at JLR. Google and Aclima have collected over 100 million air quality data points since the project, called Google Project Air View, launched six years ago. Last year, Google made this data freely available to the scientific community. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. We answered your questions about the 2019 Jaguar I-Pace

Jaguar F-Type meets America in first TV spots

With its new "Your Turn" global ad campaign, Jaguar has introduced its 2014 F-Type to the world of broadcast media. The effort takes aim at the monied 25-54 demographic, which makes sense of Jaguar recently shacking up with the 2013 Playboy Playmate of the Year Raquel Pomplun and San Francisco NFL quarterback Colin Kaepernick. You'll also be seeing the new roadster on ESPN's SportsCenter, late night ABC talk show Jimmy Kimmel Live, the USA Network show Covert Affairs, the Sundance Channel and theaters, magazines and everywhere digital. On top of all that, a social media campaign includes a contest called #MyTurnToJag that will reward four winners with a custom drive in the new convertible.
You'll find the first two spots below, along with a press release on the roaring red marketing onslaught headed your way.