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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.

2019 Jaguar XF Sportbrake 30t Prestige First Drive Review | Puts SUV appeal on ice

LA PLAGNE, France — British athletes have a reputation as plucky amateurs, although impressive Olympic performances of late have chipped away at it. Alpine sports remain one area where the more traditional "have a go" hero attitude prevails. Realistically, the only way a British skier is going to break records is with a little help from a fast-moving Jaguar. Thus, British ski stalwart Graham Bell set a speed record of 117 mph, towed behind a XF Sportbrake in an effort to demonstrate the effectiveness of its "Adaptive Surface Response" AWD drivetrain on all surfaces, including ice and snow. To what end? In short, a welcome reminder that an AWD Jaguar station wagon is a classy way to offer snowbelt drivers a practical, all-weather performance car with a twist: It isn't an SUV. The drive up to the ski resort of La Plagne is a chance for the XF Sportbrake to expose the myth you need a high-riding vehicle for life in the mountains. On the freeway from the airport, the Sportbrake amply demonstrates that it is a lovely thing to be in. Sleek, low-slung and effortlessly sexy in that traditional Jaguar fashion, the XF arguably looks better as a wagon than it does a sedan. For 2019, the Sportbrake range has expanded, with the 296 horsepower 30t Ingenium gasoline motor joining the existing 380 horsepower V6 S and providing the option to downsize without sacrificing too much performance. It's a tad gruff, but still packs 295 pound feet of torque to the V6's 332 pound feet while 0-60 in 5.7 seconds is only four-tenths slower. It's perhaps not decisive, but the official highway mileage improves from 25 mpg to 28 mpg. Its starting price of $64,575 saves a fair chunk of cash compared to a $71,215 V6 S, but the Sportbrake is still $10,000 more than an F-Pace with the same engine and equivalent Prestige spec. The 2019 updates also include a standard 10-inch touchscreen-controlled InControl Touch Pro system in the center console and, on our test car, the $945 Technology Package with the configurable 12.3-inch TFT instrument binnacle. For the Sportbrake, the 30t model is available exclusively in Prestige trim, meaning Navigation Pro, associated Pro Services and 4G Wi-Fi Hotspot are standard; Apple CarPlay and Android Auto are available via the $300 Smartphone Pack.

Jaguar may enter Formula E to advance electric portfolio

The FIA Formula E Championship looks poised to gain another major automaker. According to reports from the UK, Jaguar Land Rover is preparing to announce a new electric vehicle strategy this week. And that is tipped to include participation in the all-electric racing series. According to Sky News, Jaguar's electric racing program would give the British carmaker the opportunity to showcase its prowess in electric propulsion. Quoting an unnamed insider, the UK news service reported that Formula E "offers live testing for electrification technologies in areas such as batteries and drivetrains; that's why it looks valuable to them." The program would likely be launched in conjunction with Williams, the F1 team with which it partnered on development of the aborted C-X75 hybrid supercar project recently unearthed for a starring role in the latest James Bond film Spectre. Williams helped develop the battery system that powers the electric spec racer used in Formula E. The partnership could take over from the Trulli team that is expected to soon drop out of the series. JLR wouldn't be the first automaker to participate in electric racing. Audi supports the Abt team, Renault the e.Dams outfit, and PSA Peugeot Citroen's DS brand the Virgin Racing squad. Mercedes and Volvo have also been reported to be looking carefully at participation, while BMW provides support vehicles for the series. Jaguar participates in vintage racing and Land Rover runs the Bowler off-road racing series. However, the last time the company supported a top-level works racing program was between 2000 and 2004 when Jaguar Racing (the precursor to today's Red Bull team) competed in Formula One. It has since offered the XKR GT2 racer and has been rumored to be considering a return to sports car racing, but the trend towards electrification now appears to be driving the Formula E initiative instead. We're waiting to hear back on requests for comment from Jaguar. But Sky reports that an official announcement will be made on Tuesday, so watch this space. Related Video: