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Jaguar's first-ever Super Bowl ad to feature F-Type Coupe

Patrons of this year's Los Angeles Auto Show will be able to get their first glimpse at the new Jaguar F-Type Coupe, but the new hardtop sports car will be shown off to an even greater audience in early February. No, we aren't talking about the Chicago Auto Show - we're referring to the Super Bowl. Jaguar will debut its first-ever Super Bowl ad during the second half of the big game on February 2, 2014, and the sleek new F-Type Coupe will be the star.
According to Jaguar, the ad campaign will pose the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" And for all you social media mavens out there, Jaguar will launch a specific hashtag to go with this marketing: #GoodToBeBad.
British director Tom Hooper is responsible for the ad, which is being filmed in London. Americans will get their first glimpse at the campaign this weekend in the first spot, called Disruptor, but the big F-Type Coupe spot will not air until Super Bowl XLVIII in February.

Watch four hours of fantastic machinery at Le Mans Classic 2016

The 24 Hours of Le Mans came and went, but it wasn't the end of the automotive activities at Circuit de la Sarthe. This past weekend, the venerable racetrack was host to the 2016 Le Mans Classic, in which seven decades of vintage racecars once again competed for glory. The event started with qualifying on Friday, July 8, and racing on the following Saturday and Sunday. Six "grids" of cars each included a different historic racing era, including the early days from 1923 to 1939, as well as that famous period from 1966 to 1971 that featured the all-conquering Ford GT40. The wide range of eligibility also permitted some unusual machines to show up, such as a 1950 Cadillac Series 61 and a 1974 Dodge Charger. This year also marked the debut of the Group C class for more recent Le Mans racers from 1982 to 1993. The 1991 Le Mans-winning Mazda 787B was not present, but one of the Peugeot 905 race cars that gave the marque a remarkable 1-2-3 finish at the 1993 Le Mans came back for the event. The Le Mans Classic also featured the Jaguar Classic Challenge just for cars made by the feline automaker, and the race attracted a bit of human star power. Chris Harris of Top Gear participated in the marque-specific race while behind the wheel of a new continuation Lightweight E-Type. And although the event happened over the weekend, you can catch most of the action via the recorded live stream above. It features a full four hours of vintage racing with commentary in both French and English. It's a great chance to see one of the best combinations of classic cars and historic venues out there. Related Video: Related Gallery Jaguar Continuation Lightweight E-Type View 46 Photos Image Credit: Le Mans Classic Jaguar Automotive History Classics Videos France chris harris vintage racing le mans classic circuit de la sarthe

Could Jaguar become an EV-only brand?

Just yesterday we wrote about the Heisenbergian uncertainty surrounding the future of the Jaguar F-Type. A new report in Autocar prompts us to consider extending that ambiguity to the entire Jaguar brand. The UK magazine reports the automaker's product planners have devised a ten-year plan to switch to a pure EV lineup of cars and crossovers. According to Autocar's sources this is a planning exercise and doesn't have the green light, but it's "fairly advanced" and has adherents inside the company. The first shot fired would be an all-electric XJ replacement. That sedan, a "no-holds-barred luxury car" to challenge the Tesla Model S and Porsche Taycan, would provide emissions-free motoring before the Mercedes-Benz S-Class and BMW 7 Series come with their EV propositions. Around 2023, an EV crossover a touch larger than the full-sized Audi E-tron would replace both the XF and XE sedans. Two years later, a new mid-sized I-Pace would debut as both the F-Pace and E-Pace fade out. And two years after that, around 2027, the J-Pace luxury crossover would sigh its last ICE gasp. And what about the F-Type? The report says "with no replacement for F-Type in the works," an electric sports car "is also a possibility." There's no mention of the XK revival. Right now, Jaguar sells seven models - four sedans and three crossovers. As the Autocar article's written, come 2027 Jaguar would have an electric XJ sedan, a full-sized EV crossover, the I-Pace, and perhaps an electric sports car. That's a brave new world - one we're not sure Jaguar dealers could survive in. Problem is that Jaguar and its dealers are having plenty of problems now. Chinese-market volatility, the cloud around diesels, and Brexit uncertainty have contributed to a sales slump so dire that Jaguar's Castle Bromwich plant is going to a three-day week for the rest of the year. The sales flu has spread to Land Rover, too, the brand's Solihull plant closing for two weeks to realign dealer inventory. Considering all that, and with no easy relief in sight, the product planners are apparently debating whether a new, traditional three-model sedan range is worth the investment. The upside of going all-electric is said to be higher sales, with internal estimates supposing 300,000 units annually. Last year Jaguar sold 178,500 units. The marque could rake in larger profit margins on those sales, too, thanks to premium buyers being ready to shell out big ducats for EVs.