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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.

Jaguar F-Pace SUV teased on YouTube [UPDATE]

UPDATE: Stuart Schorr, Jaguar Land Rover North America's VP of communications, reached out and explained that the Detroit section of the F-Pace video was recycled from the car's confirmation announcement at the 2015 North American International Auto Show, shown here. "There is 100 percent no subliminal message and Frankfurt is the debut location," Schorr told Autoblog. The story has been edited to reflect this information. With the Jaguar F-Pace slated to debut in less than 90 days, at the 2015 Frankfurt Motor Show, the teasers are starting to ramp up. That means videos like this, featuring Jaguar design master Ian Callum, which give us short, sweet peeks at the British brand's very first crossover. The big teasers come in the form of Callum's drawings of the F-Pace, combined with short clips of its headlights and taillights as it zooms around the streets of downtown Detroit. That said, none of the images shown are so dramatically different from the C-X17 Concept, the vehicle that previewed the production model and makes an appearance here. We aren't really sure why the Motor City features in the teaser, considering the F-Pace is being unveiled in Germany, but one of the final sequences sees a set of taillights streak past Cobo Center, home of the annual Detroit Auto Show. It's a weird decision to be sure, and leaves us wondering just how much truth there is to reports of the Frankfurt debut. Why would Jag make such a decision if the D weren't going to play some role in the car's future? Take a look at the video up top, and let us know what you think of Jag's first F-Pace teaser. Is there any particular design detail we missed? What do you think of the potential Detroit connection? Head into Comments and let us know.

Jaguar sends off XK with limited-run Final 50 edition

The Jaguar XK coupe and convertible are pointed at the production sunset, and the cars that will end their retail lives in the US will be the dubbed the XK Final Fifty Limited Edition. As the name implies there will be fifty of them made, 25 of the fixed-roof variety, 25 of the droptop.
As the name doesn't imply, however, they'll be based on the XKR and be injected with liberal doses of XKR-S and XKR-S GT: the 510-horsepower V8 from the XKR will be mated to normally optional items like the Dynamic and Performance Packs, machined front suspension components from the XKR-S and a 10-millimeter lower ride height, the louvered hood from the XKR-S GT and Vortex 20-inch forged wheels. The sheetmetal gets a bath in Ultimate Black paint "with special trim" and badged door sill plates. Convertibles will come black roofs, but the Performance Active Exhaust will keep you apprised of the 5.0-liter V8 bellows no matter which car you choose.
They'll go into production this summer and hit dealerships in the fall. There's a lengthy press release below with more info on how this cat will sing its swan song.