1967 Jaguar E-type Series 1 Numbers Matching Open Headlight on 2040-cars

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Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

Jaguar Activity Key | 2017 Autoblog Technology of the Year Finalist

In principle, the Jaguar Activity Key is a good idea. It's simple, useful, and relatively inexpensive. Unfortunately, in our testing it was less than reliable. Here's how it's supposed to work: To lock the car, leave your keys and fobs inside the vehicle, and strap the band on your wrist. Then, within 30 seconds, place your banded wrist against the letter J of the Jaguar script on the back tailgate. When you come back, you can unlock the vehicle by pressing the tailgate opening button, then, again within 30 seconds, placing the Activity Key band against the J of the Jaguar script. We chose the Jaguar Activity Key as a finalist for our 2017 Tech of the Year award because it's an uncomplicated device with lots of potential customers. Jaguar says the wristband is "robust and fully waterproof." Swimmers, surfers, kayakers, hikers, and even couples out for a sunny-day picnic could use a feature like this wristband key. Plus, wearables are pretty new as a category in general, and even more so in the automotive space. We didn't go skydiving with it or anything (an activity Jaguar cites as a potential usage case), but we did dunk it in water with no ill effects. While it all sounds good in theory, actually getting the Activity Key to work effectively was unexpectedly difficult, especially when the cameras were rolling. We tried varying the timing between closing the door and using the wristband, as well as between using the tailgate button and the wristband. It worked about half the time, regardless of our process or who was wearing the wristband. Whether our issues with the wristband were due to interference, new-technology teething problems, or just electrical gremlins, the idea of purposely locking the keys inside an automobile without having a foolproof way to unlock it gives us reason to pause. The Activity Key is a $400 standalone option on the 2017 Jaguar F-Pace, but only on Prestige, R-Sport and S models. The least expensive F-Pace with Activity Key costs $51,095.

Junkyard Gem: 1994 Jaguar XJ12

While Americans were able to buy new Jaguar two-doors with V12 engines under their bonnets from 1971 all the way through 1996, availability of new Jaguar 12-cylinder sedans was much spottier here. The Series 1 and Series 2 XJ12s were sold here from the 1973 through 1979 model years, and then there was a grim Jaguar V12 four-door drought here all the way until the 1994 model year. Here's one of those very rare felines, found in a Northern California boneyard in April. Jaguar had developed the XJ40 successor to the Series 3 XJ over an agonizingly protracted period that spanned the British Leyland era of the early 1970s through the first production cars being shown to the world in 1986. The XJ40 first appeared in the United States as a 1988 model. The following year, the Ford Motor Company bought Jaguar. The engineers in Coventry struggled to design a viable V12-engined XJ40 for years, giving it the XJ81 designation. At long last, the XJ81 was revealed to the motoring world in 1993… just prior to the replacement of the XJ40 by the XJ300 for the 1995 model year. All of the XJ81s sold in the United States—just over 1,500 of them in all—were 1994 models. This junkyard provided a bonanza of rare European iron when I stopped by on that chilly spring morning. Located within a few rows of this one-year-only XJ81 were a Volkswagen Phaeton and a Rolls-Royce Silver Shadow. The yard also had a running Peugeot 504 for sale in their "builders" section, and I'll admit I was very tempted by it. The April 1994 production date indicates that this is one of the very last members of the XJ40/XJ81 family to be built (though Jaguar continued to use platforms derived from the XJ40 until the X350a arrived as 2003 models). This 6.0-liter engine was an excruciatingly tight fit in this engine compartment (there are semi-credible tales that the XJ40's engine compartment was made so narrow as a sneaky office-politics means of preventing British Leyland from installing Rover V8s in Jaguars), and working on it must be a mechanic's nightmare. Output was 301 horsepower and 336 pound-feet. Meanwhile, Mercedes-Benz's V12 was rated at 389 horsepower and 420 pound-feet, while BMW's V12 had 296 horsepower and 332 pound-feet. The MSRP for this car was $73,200 for the dual-airbag version (and we can see that both airbags were deployed in this car's career-ending crash). That amounts to $151,889 in 2023 dollars.