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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 may kill supercharged V6 to make way for inline-six

This could be the last year to score a Jaguar with the carmaker's 3.0-liter supercharged V6. Autocar reports that Jaguar deep-sixed the the XE S and XF S in the UK due to poor sales and difficulty coping with European emissions regulation changes taking place this year. The mag expects the XJ and F-Pace to lose the V6, too, but suspects the F-Type might retain the engine. It's possible, however, the bent-six with up to 380 horsepower and 339 pound-feet of torque might finally be retiring for a reason reported on for at least three years: To make way for a 3.0-liter inline-six from the Ingenium line of motors. In 2015, Motor Trend noted the supercharged V6 would die at the end of 2016, succeeded by a "more powerful Ingenium inline-six," likely to be turbocharged. One year later, Car laid out a new family of Ingenium inline-sixes in gasoline and diesel versions. There would be three gas options with 300, 400, and 500 horsepower, plus three diesels with 275, 335, and 400 hp and herds of torque. In Car's report, the engines were meant to be here in 2017. This could be the year it finally happens. A Jaguar spokesman in the UK told Autocar that an uptake of less than 2 percent on the S models, "Coupled with impending emissions regulation changes, it makes sense to remove these variants from sale in the UK." When Jalopnik asked Jaguar U.S. about availability here — we aren't a party to the imminent European emissions changes — the carmaker would only say that the engine remains available in the current XE, XF, XJ, F-Type and F-Pace. No matter the timeline, Jaguar would want a six-cylinder to fill the gap from the 296-hp Ingenium 2.0-liter four-cylinder to the supercharged 5.0-liter V8 that starts at 470 hp. Jaguar expanded an area of its Wolverhampton, UK, engine factory to build the scalable Ingenium line. An inline-six would not only reconnect with Jaguar's past — and the firm's long-hooded cars remain ready to swallow them — the straight-six is lighter, has fewer moving parts, and emits less pollution than the supercharged V6. It is also compatible with front-, rear- and all-wheel drive, longitudinal and transverse mounting, and hybrid applications, so expect to see the motor migrate to the Range Rover, Range Rover Sport, and Land Rover Discovery.

Jaguar F-Type coupe to cost more than convertible?

Jaguar may price the much-rumored F-Type Coupe above the F-Type Convertible, if a report from Australia's Drive is to be believed. What makes Jag think that such a pricing strategy would work? Porsche. Take a look at the German manufacturer's consumer site, and you'll notice that the Boxster is less expensive than the Cayman, despite being essentially the same car.
It's a fair point, and a price premium does a good job of emphasizing the sporting chops of the coupe over the open-air experience that normally entitles convertibles to higher MSRPs. It's unclear just how closely Jaguar will follow Porsche's example, though.
Both the Cayman and Cayman S boast an extra ten horsepower over a Boxster or Boxster S, and while this bump in grunt is negligible in every situation but an argument over which is "best," it isn't something to be ignored in the F-Type, particularly as cranking more power out of its supercharged engines should be a rather simple matter.