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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.

Waymo opens its self-driving taxis to 'Trusted Testers' in San Francisco

Alphabet's fully autonomous driving unit Waymo is ready to offer rides to select passengers in San Francisco, the company announced on Tuesday. Starting later today, residents can sign up to become "Trusted Testers." With an invite to the program, you can use the Waymo One app to take rides in the fleet of Jaguar I-Pace vehicles Waymo will have stationed in the city.  Waymo describes the Trusted Tester program as a "research-focused" effort designed to help it collect feedback on its ride experience, with an emphasis on gathering information related to accessibility.    "We kicked off this program last week with a select few and are now expanding the program to all interested San Franciscans," the company said. "We’ll begin with an initial group and welcome more riders in the weeks to come." Much like it did in Arizona, Waymo won't let the cars drive without supervision right off the back. The company will have employees in the cars to ensure its fifth-generation Waymo Driver technology doesn't get lost on San Francisco's tricky one-way streets and hills. The company also told Bloomberg passengers will ride for free.   The expansion comes after Waymo recently announced CEO John Krafcik was leaving the company to pursue other projects. Some saw Krafcik as being too slow to push the company toward commercialization.  This article by I. Bonifacic originally appeared on Engadget. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Junkyard Gem: 1997 Jaguar XK8 Convertible

Jaguar sold the mighty XJS grand tourer from the 1976 through 1996 model years, and I've documented quite a few of them in their final parking spaces. For 1997, the replacement for that legendary car finally arrived, in the form of the oft-delayed XK8. Here's one of those first-year cars, found in a self-service yard in Denver, Colorado recently. Development of this car's platform and general shape goes back to 1980, when endless prototypes were built and forgotten. Once Ford took over Jaguar in 1990, the abaondoned XJ41 project was revived and became the 1994 Aston Martin DB7. Fast-forward three years and you get a Jaguar-badged cousin of that car. The 1997 XK8 could be purchased in coupe or convertible form. The top on this car has seen better days. How much, you ask? A cool $69,900, which would be around $130,165 in 2022 dollars. If you wanted the Aston Martin DB7 Volante convertible that year, the price tag was $135,000 ($251,395 now). As we've seen in this series, sophisticated European machinery requires fastidious maintenance on the dot, or you get hit with repair bills larger than the car's value once it hits age 10 or so. Once a car like this reaches its fourth or fifth owner, the Clock of Doom starts ticking very loudly if it was ever neglected prior to that. It appears that preparation for body and paint work took place but was never completed. The engine is a 4.0-liter Jaguar DOHC V8 rated at 290 horsepower, same as the one in the XJ8. In 1998, a 370-horse supercharged version known as the XKR became available. The Lincoln LS and 2002-2005 Ford Thunderbird got a de-bored 3.9-liter version of this engine. The transmission in 1997 was a mandatory five-speed ZF automatic, regardless of which side of the Atlantic you lived on. In fact, every street XK8 ever built had an automatic when it left the assembly line (though I'm sure some three-pedal swaps have been performed by now). These cars aren't exactly common in your local Ewe Pullet, but they are out there.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. As some 24 Hours of Lemons racers in Texas discovered, you can buy a DB7 shell cheap at auction and then bolt in everything you need to make it a runner by stripping an even cheaper XK8 donor car.  This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. A new breed of Jaguar. This content is hosted by a third party.