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Jaguar-Land Rover rules out downsizing into new segments

Jaguar-Land Rover (JLR) will continue expanding its portfolio of models during the 2020s, but the group confirmed it won't chase volume by branching out into smaller segments like its German rivals. The two brands will instead seek partnerships to generate economies of scale. "We should not and will not drive down into segments just to get economies of scale," said Felix Brautigam, Jaguar-Land Rover's chief commercial officer, in an interview with Autocar. He added the second-generation Range Rover Evoque (pictured) released in 2018 is already a relatively small car. It stretches 172 inches from bumper to bumper and 75 inches from side to side, so it's approximately 4 inches longer and 5 inches wider than the eighth-generation Volkswagen Golf. It's about 8 inches taller than the German hatchback, however. While that's small by luxury car standards, Mercedes-Benz and BMW respectively went smaller with their Smart and Mini brands. Audi doesn't have an entry-level sub-brand, but it doesn't need to because it's part of the gigantic Volkswagen Group. Japanese luxury firms like Lexus and Infiniti are also part of bigger companies. Brautigam's comments bury numerous rumors. They confirm Jaguar won't take on the Mercedes-Benz A-Class, the Audi A3, and the BMW 1 Series with a model positioned below the XE, which competes against the C-Class, the A4, and the 3 Series, respectively. They also douse cold water on the born-again Freelander (which ultimately morphed into the LR2 in America), which Land Rover was allegedly developing to slot directly below the aforementioned Evoque. Ironically, JLR might soon have access to platforms capable of underpinning smaller vehicles. Parent company Tata Motors is actively looking for an outside company to link arms with the British brands, according to a separate report. Officials reportedly approached BMW -- which used to own Land Rover, and announced a joint-venture with the group in 2019 -- and Geely, the Chinese giant whose portfolio of brands includes Volvo, Polestar, Lotus, Proton, London Taxi Company, Terrafugia, and half of Smart, plus a sizeable, nearly-10% stake in Mercedes-Benz parent company Daimler. Geely told Bloomberg it hasn't heard from Tata or JLR. BMW and Tata remained silent. While a partnership with someone looks likely considering the significant hurdles faced by JLR, its parent company has categorically ruled out selling the duo it purchased from Ford for $2.3 billion in 2008.

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.

Jaguar E-Type Zero electrics will enter production

In case you thought the electric, future-proofed Jaguar E-Type Zero concept was merely a flight of fancy, Jaguar is about to prove it's far from that. The E-Type Zero is about to make production, at Jaguar's Classic division in Coventry, England. One of the core ideas with the electrified E-Type is that the new electric powertrain, picked from the I-Pace, takes up roughly the same space as the original XK straight-six engine and gearbox. Not only does this enable building new electric versions from reproduction shells, but it also allows for electric conversions of vintage E-Types, while weight distribution and handling remain close to the way the cars were originally designed — albeit with more power and torque. And the battery pack still wears XK badging to make it feel more at home in the E-Type. The automaker expects a driving range of over 170 miles. The E-Type Zero was originally unveiled a little less than a year ago, and at that point Jaguar remarked it was just a concept. Now things have progressed far enough for Jaguar to announce small-scale production at the same Coventry facility where Jaguar also builds as-new E-Type Reborn versions. In case a prospective client wants to electrify their old E-Type, that is also possible. And, as Jaguar says, the conversion is fully reversible, in case owners would want to revert back to that sweet straight-six sound. "We've been overwhelmed by the positive reaction to the Jaguar E-type Zero concept," said Jaguar Land Rover Classic Director Tim Hannig. "Future-proofing the enjoyment of classic car ownership is a major stepping stone for Jaguar Classic." The first production E-Type Zeros will reach customer hands in the summer of 2020, according to Jaguar. The newest concept version will be shown at California's Monterey Car Week. Related Video: