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Jaguar's next turnaround plan outlines a major shift to upmarket luxury

Jaguar wants to reinvent itself again, this time as a purveyor of EVs that competes in the luxury space dominated by Bentley. It outlined a turnaround plan written to help it move upmarket while launching a new range of models. Company boss Thierry Bollore, a French industry veteran who briefly ran Renault in the late 2010s, told British magazine Auto Express he wants Jaguar to represent what he described as "modern luxury." He added his vision of modern luxury is "extremely reductive" in terms of refinement, modernity, engineering, and technologies. Jaguar said it will go EV-only, yet it scrapped the next-generation XJ at the 11th hour in 2021 because the sedan didn't fit its image of a re-imagined brand. Making Jaguar synonymous with "modern luxury" requires starting from scratch. "The situation at Jaguar was really a concern from outside," said Bollore after revealing Renault looked at purchasing Jaguar-Land Rover in the late 2010s, "and more than a concern from inside, because the brand has been damaged to a certain extent." That's why the turnaround plan calls for a blank slate to rebuild Jaguar on. Design work for an entirely new range of Jaguar models has been completed, the executive affirmed, and Auto Express speculates the portfolio will initially consist of three models: a two-door sports car (likely a follow-up to the F-Type) and a pair of crossovers. Note that there's no sedan on the horizon. These three cars will ride on the same modular architecture, though it's too early to tell if it will be developed in-house or shared with another carmaker. They'll wear a new design language that was forged by holding an internal contest three teams participated in. Competing with Bentley, among other carmakers, will require convincing customers to pay six-digit sums. "Luxury starts not far from GBP100,000," said Bollore, a figure which represents about $140,000 at the current conversion rate. As of writing, none of Jaguar's models start above $100,000, though some cross that threshold once options are piled on. Its cheapest model, the E-Pace, starts at $39,950. Its most expensive is the electric I-Pace at $69,850. No one would pay $140,000 for an E-Pace, even if it's electric and brimming with tech, so Jaguar's upcoming models will all be relatively large. That doesn't mean Bollore will put a leaping cat emblem on a Land Rover Range Rover and call it a good job well done. He wants to ensure the two sister brands coexist without overlapping.

This or That: Mercedes S-Class 350SD vs. 2003 Jaguar XJR [w/poll]

Budget. It's a wretched word, whether you're going out to eat, shipping for a new outfit or, more relevant to today's discussion, buying a car. Massive marketing machines have convinced us, as a population, to buy the best you can afford, repercussions be damned – If you've saved up some money, spend it! All of it, on whatever it is that currently sits atop your personal Amazon wishlist, be it a Timex that takes a lickin' and keeps on tickin', a $17,000 Gold Apple Watch or a $60,000 Rolex Cosmograph Daytona. But what if the best you can afford is... say, $12,815? For that price, you can buy a brand-new 2015 Nissan Versa (including destination), assuming you're happy with zero options and a manual transmission. For that price, you'll get standard air conditioning, a CD player and... well, a warranty. Pretty sensible choice, Captain Frugal. But also ridiculously uninspired. And so that brings us to today's edition of This or That, in which two Autoblog editors pick differing sides of an argument and duke it out to see which one of us can convince you, dear reader, is better. Or at least less wrong. You be the judge. As a refresher, I'm two-and-two on these challenges, having lost the first and second editions before storming back in rounds three and four. Today, as alluded to above, we decided to throw our collective brainpower (oh lord, what have we done?) at what may be the single most difficult question currently confounding the best minds our planet has to offer: What is the best used used luxury car you can buy for the price of a 2015 Nissan Versa? Shall we meet our contenders? Allow me to introduce you to the most perfect luxury car money can buy (assuming the amount of money you're holding is equal to the amount of the cheapest new car currently sold in America, the Nissan Versa). My pick is the 1991 Mercedes-Benz S-Class. Not just any S-Class, but the legendary W126, which was produced between 1979 and 1992. And not just any W126, either, but one powered by a 3.5-liter turbodiesel engine. And with that, I send the argument to my esteemed colleague, Associate Editor Chris Bruce. Bruce: Jeremy, we had over $12,000 to budget for this challenge, and the best you can manage is a 24-year-old diesel Mercedes? I love oil-burners as much as any other auto writer with their mountains of torque and huge cruising range, but you're making this too easy on me. Also, you're really choosing a brown, diesel, German luxury sedan?

Reliving the Jaguar XJ220 with a father-son duo

Jaguar may have canceled the C-X75 project, but there was a time when the Leaping Cat marque did make supercars. Sure, there were the XJR-9 and XJR-15 homologation specials made by TWR, but more famous was the XJ220. Although its reign may have lasted only a year before the McLaren F1 came along, for a brief time in the early 1990s, the XJ220 was the fastest car in the world – which is even more impressive when you consider that it was only powered by a 3.5-liter twin-turbo V6 when its rivals were using mostly V8s and V12s. That makes the XJ220 a rather noteworthy supercar from the dawn of the 200-mph era. The thing is, while Jaguar has come to embrace the XJ220 as an exceptional part of its history, it doesn't have the time or energy to devote to servicing the 275 that were made between 1992 and 1994. So it turns to Don Law Racing. The father-son team – made up of a master mechanic and his hot-shoe offspring – is tasked with keeping the XJ220 alive both in body and in spirit, and do so with a great deal of well-deserved pride. Drive went out to their workshop in Staffordshire to tell their story.