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Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.

Say goodbye to Jaguar's vestigial oval grille

Jaguar has been on a campaign to replace any and all retro cues with modern ones. Just look at the current XJ and the one it replaced, or the XF and the S-Type that came before it and you'll know what we mean. The one remnant is the XK and its oval grille, in and of itself a throwback to Jags of old (which started to look more like a certain Star Wars alien in above-pictured XKR-S form). But don't expect it to hang around.
Newer Jaguars have been ditching the oval aperture for a more squared-off one, and the next XK will have to fall in line. But don't expect that to be the only change in store for the next-generation Jaguar coupe and convertible.
With the new F-Type now holding the more enthusiast-oriented ground, the next XK is expected to grow bigger, softer and more luxurious. That will likely mean a more commodious back seat as well, though that shouldn't be hard to do considering the lack of space in the back of the current model...

Jaguar XJ could move to all-electric platform late this year

The Jaguar XJ is getting a little long in the tooth. The current generation of Jaguar's flagship sedan debuted back in 2009, making it one of the oldest vehicles still on the market. This week, Autocar reported that a new XJ could debut late this year and would move to an all-electric platform. That would place the XJ straight against cars like the Tesla Model S and upcoming Porsche Mission E, presumably sharing parts with the upcoming I-Pace electric crossover. While a couple of refreshes have kept the Jaguar competitive, the Mercedes-Benz S-Class and BMW 7 Series and Audi A8 have gone through full redesigns since the XJ debuted. (Two for the Audi). Compared to the Germans, the Jaguar looks and feels dated, especially when it comes to technology, active safety and alternative powertrains. In the U.S., the XJ is only available with either a supercharged gasoline V6 or V8. The competition from Germany, Japan and the U.S. all offer some form of electrification. Moving to an all-electric powertrain would be a huge shift for Jaguar and is sure to spark some debate among enthusiasts. The British automaker has previously stated it plans to electrify all new vehicles after 2020. Look for electrified variants of current models to be available, too. The new XJ is rumored to be co-developed with a new model called the Road Rover, a sort of high-riding sedan or wagon in the vein of the Audi allroad or Volvo V90 Cross Country. Like the XJ, the Road Rover would use a battery electric powertrain. Look for more news on both models later this year. Related Video: