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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.

Lister introduces 666 hp, 208 mph limited edition Thunder

Lister is one of the most storied nameplates when it comes to Jaguar-based racing cars, with tons of Le Mans heritage on its shoulders. The company says it's Britain's oldest surviving racing car company. As well as racing cars, Lister has produced several road-going specials, such as the widened XJ-S derivative called Le Mans and the Storm, whose 7-liter V12-engine was not only based on the XJR-9 racing car, but also the biggest V12 engine fitted to a production car since WWII. Now, in addition to continuation specials like the reborn Knobbly, there is a new Lister on the market — boldly called the Thunder. The Thunder is based on the F-Type, but its supercharged 5-liter V8 has been re-engineered to reach 666 horsepower. It will reach 62 mph in just 3.2 seconds, 100 mph in 6.8 seconds and go all the way to 208 mph. To compare a production F-Type SVR to the Thunder, the Jaguar-badged car has 99 less horsepower and takes half a second longer to hit 62 mph. There will only be 99 units built, and they are priced at almost $200,000 in the UK — we reached out to Lister for a confirmation whether the cars will be made available to U.S. buyers. But they are selling out soon, as Lister today announced that in the 24 hours since the unveiling of the Thunder, 22 customers already put in an order, worth in excess of $4.37 million. But the Thunder will be much more than a limited edition plaque in the dashboard (and that 99 extra horsepower); the paintwork and the interior will be bespoke to the specially built car. The modifications to turn an F-Type into a Lister Thunder will be carried out at Lister's historic facility in Cambridge, UK. Related Video: Featured Gallery Lister Thunder Aftermarket Jaguar Luxury Performance lister

Tata to get Jaguar and Land Rover tech, platforms too?

Since buying Jaguar Land Rover, Indian automaker Tata has generally left its luxury arm's platforms and technology alone. However, those days might be gone. The two of them are gradually growing closer with coordinated development and rumors of shared platforms. And it looks like all of that work and money is finally going to pay off with an actual vehicle in the near future.
According to Australian website Drive, Tata wants to make its cars more attractive to buyers outside of India, and to do that the company knows it must improve quality. The Indian company is being careful, though, because it doesn't want to dilute the Jaguar or Land Rover brands with cheap models. "You're going to see in the future a lot of sharing of technologies and platforms over time, but you won't see a JLR with a Tata badge on it," said Darren Bowler, managing director of Tata's Australian distributor, to Drive.
According to Bowler, these future vehicles are already on the way. Tata and JLR have a global platform in the works for 2017 that both companies could use for cars or crossovers. He also hinted that Jaguar's new Ingenium engines could be shared among the brands in the future, too.