2009 Jaguar Xf on 2040-cars

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Watch the trailer for Jaguar's short film staring the F-Type and Damian Lewis

Jaguar continues to think well outside of the box when it comes to marketing it's new F-Type, now furthering plans for a short film which highlights the sexy roadster. Desire, featuring Damian Lewis (star of the hit series Homeland), Jordi Mollà (unforgettable in Bad Boys II) and Shannyn Sossamon (that girl you had a crush on for like a month in 2002 after you rented A Knight's Tale), Jaguar is clearly pulling out all the stops for this one. Well, nearly all the stops anyway ­- the "Ridley Scott Associates" billing isn't quite the same has having the man himself, if we're splitting hairs.
The short video below is still just a trailer for Desire - the full film will make its debut sometime in April, we're told. The sketched out plotlines tell us that Lewis' character Clark, "...delivers cars for a living, running into trouble after a chance encounter with a mysterious, young woman (Sossamon) in the middle of a lawless desert." The car looks good, at any rate.
Call us crazy, but the Desire trailer feels an awful lot like a spoof on the cool-but-overly-serious short films that BMW has done in this vein, already. Maybe we're just being cynical? Tell us what you think in comments after watching the clip.

Junkyard Gem: 1973 Jaguar XJ6

It requires a certain high level of commitment to keep an old Jaguar on the road, and so plenty of first-generation Jaguar XJs end up as projects that never get finished, sitting in yards or garages for decades before winding up in the nearest U-Wrench yard. As I clomp through car graveyards around the country in search of interesting machinery, I see so many 1980s XJs that I don't bother to photograph many of them … but a genuine Series I early Jag is a different story. Here's a '73 XJ6 whose final parking space (prior to facing the cold steel jaws of The Crusher) sits right next to that of a same-year Mercedes-Benz 450SLC in an East Bay yard. How the mighty have fallen! The C107 was too picked-over to be worth photographing, but you can admire the photos of this much nicer '72 I found in Denver a few years back. Unlike the last Series 1 XJ6 that I've photographed (in the very same yard, albeit 13 years ago), this car has not had its original straight-six engine replaced by a small-block Chevrolet V8 (because Jaguar parts were expensive and Chevy parts were cheap during the 1970s, that swap happened frequently). The US-market XJ6 got 150 horsepower from this smooth-running DOHC six, 40 fewer horses than the (far more expensive) 450SLC that year. The interior looks ravaged by the decades, but you can still discern the opulence that once reigned in this wood-and-leather-lined space. The dash boasts a full complement of authentic Smiths gauges, with a tasteful Kienzle clock right in the middle. Here's why we can assume that fewer than two of those instruments functioned at any given time during the life of this car: wiring by The Prince of Darkness! Working on electrical faults in these cars built up your patience while undermining your faith in symptom-to-problem relationships. The six-digit odometer ensures that we'll never know if we're looking at a 56,819-mile car or a 356,819-mile car. I'd guess 156,819 if I had to, based on pedal wear. These cars were very popular in the Bay Area, which has been full of European-car aficionados since the first Renault AXs sputtered off the docks of the San Francisco waterfront. Back in the 1970s and 1980s, you'd never see an old XJ without one of these pre-EU "GB" stickers on the back. The faded condition of this one suggests decades of sitting in the sun, probably while the car sat dead in the driveway due to electrical problems.

542-HP Jaguar XJR to debut at New York Auto Show

Jaguar has just announced that a higher-than-ever performance version of its XJ flagship will be coming to this year's New York Auto Show next week. Joining the company's R lineup is this XJR, which will boast a stonking 542 horsepower from its supercharged 5.0-liter V8 engine.
Though details about the new XJ are pretty slim - you can read Jag's teaser of a press release - we are told that the car will ride on a "bespoke chassis" and that some aerodynamics work has been done, as well. The one sultry image we have of the car shows a set of trim-specific wheels, lower sills and unique badging on the front grille.
The new XJR would seem to slot above the current top-dog XJ, the XJ Supersport. With a bump up of 32 hp versus the Supersport, performance should get a meaningful shot in the arm, as well. As for pricing, we'll have to wait for the NYC show to be sure. But other Jaguar models show an increase of between 15- and 20-percent between the R model and the next one down; that would indicate a price tag in the $130k range for a standard wheelbase XJR is in order.