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Jaguar riffs on Super Bowl ad with new F-Type Coupe web short

Continuing the story of black hearts it began with its first Super Bowl commercial, Jaguar is roaring down the dark and oh-so-magnificently appealing road of villainy with a new spot featuring Tom Hiddleston. Using its new F-Type Coupe to demonstrate, the actor explains the salient features of the best - meaning, English - villains.
However, it's likely that even if you could manage the elegance, the tailored suit, the sharp wit and the distinct sound, you couldn't pull it all off nearly as well as Hiddleston. That doesn't mean you can't try, of course. Might we suggest starting with his excellent lesson in being properly villainous in the video below?

Junkyard Gem: 1977 Jaguar XJ-S

The Jaguar XJ-S was big, powerful, swanky, and expensive, just the sort of luxury coupe a high-roller in the late 1970s craved. Unfortunately, these temperamental cars needed plenty of regular maintenance, and many of them suffered from neglect once they left the hands of their original owners. I see plenty of V12 Jaguars during my junkyard journeys, but it still gives me a twinge of sadness when I see another one parked among the ordinary Jettas and Grand Vitaras in the import-cars section of a big self-service wrecking yard. Here's a forlorn-looking, V8-swapped '77 in a San Francisco Bay Area yard. Chevrolet small-block V8 swaps were very common with the Jaguar XJs of the 1960s and 1970s, since an ordinary 350 would make power similar to that of the 326-cubic-inch V12 and parts obtainment was much easier. Still, swapping in a reliable-if-oil-leaky Detroit V8 didn't solve all the Jag's reliability woes: the Prince of Darkness retained a powerful grip on this car's soul. The patina on this car suggests decades spent forgotten in an outdoor storage area somewhere. There's a AAA map of California from the 1980s inside. This car listed for $20,250 when new. That's about $87,500 in inflation-adjusted 2018 dollars, but still $5,000 cheaper in 1977 dollars than a new Mercedes-Benz 450SLC (and a grand more expensive than a new Cadillac Fleetwood Brougham). Nobody in their right mind would have been willing to pay to restore this car, but we can hope that it provides some good parts to Jaguars that are still on the road. Related Video: Featured Gallery Junked 1977 Jaguar XJS View 16 Photos Auto News Jaguar Automotive History

Take a trip down Jaguar's memory lane with Xcar

For decades, Jaguar has been a company of two minds. On one hand, there are its luxurious, British saloon cars. They might be quick, even sporty, but when it comes down to it, they usually put a focus on comfort and accommodations above all. On the other hand, Jag has its sports cars to really get its buyers' blood pumping. Think about it: the XJ might look pretty sweet, but you know deep down that you would rather take the F-Type for a spirited drive, reveling in its snorty exhaust note. In its latest video, Xcar Films takes us on a very enjoyable history lesson covering some of the Brit brand's most exciting models ever.
Xcar hits all of the highlights, starting with the often-overlooked C-Type from early '50s with its somewhat bulbous shape. Things then progress to the drop-dead gorgeous D-Type. The one in this video is actually the first ever made and therefore worth a fortune. Because of that, the host isn't really able to get too aggressive, but it's fantastic to get an idea of what it's like to experience being behind the wheel of this icon. Finally, it ends with a Series 1 E-Type. This was when the classic model was still something of a sports car; instead of the grand tourer that the E-Type became in its later days.
All three of these cars are legends in their own right, and maybe one day the F-Type could be too. Scroll down for a history lesson on some of Jaguar's best sports cars.