1999 Jaguar Xjr Base Sedan 4-door 4.0l Supercharged, Low Miles, *immaculate* on 2040-cars

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Jaguar Land Rover might buy another luxury brand that it doesn't need

It seems that Jaguar Land Rover may be getting bigger in the near future. According to Bloomberg, the company is looking at acquiring some tech companies, and possibly yet another luxury car brand, provided that it fits with the current lineup of cars. On the surface, this makes some sense since Bloomberg reports that a whopping 78 percent of Tata Motors' revenue comes from luxury brands. And of course, any kind of tech acquisition could be useful considering the rapid development of electric and autonomous vehicles. But dig a little deeper, and a possible luxury brand acquisition just doesn't make sense for Jaguar Land Rover. The main reason for this is that the Jaguar and Land Rover brands have the luxury market thoroughly covered. Both brands offer full luxury lines from entry-level to high-end ( Discovery Sport to Range Rover on the Land Rover side, and XE to XJ on the Jaguar side). They also cater to every kind of luxury, from sporty vehicles such as the F-Type and SVR Land Rovers, to cushy luxury machines such as the XJ and Range Rover. So whether the company is competing with BMW or Mercedes, Jaguar and Land Rover have the bases covered. There aren't any other typical luxury brands that would actually add anything to the current lineup. In fact, adding another conventional luxury brand could actually result in the new brand poaching existing Jaguar and Land Rover buyers, rather than picking up new ones. What would make more sense for Jaguar Land Rover would be to pick up either a more mainstream brand, or an ultra-luxury marque. Neither Jaguar nor Land Rover has something that competes directly with the likes of Ford or Toyota in the mainstream game, or Rolls-Royce or Bentley at the top of the luxury heap. Picking up a brand in one of these segments would allow JLR and Tata Motors to actually expand offerings and pick up more sales, rather than having an internal competitor. What path would be ideal? Probably going even farther upmarket. Supercar makers and ultra-luxury brands continue to sell well, and there's the potential for significant profit by layering on features and content to existing platforms. Perhaps the best possibility for a high-end complement to Jaguar Land Rover would be Aston Martin. Not only does it have a strong reputation and line-up, it also could handle both supercars and luxury sedans, thanks to its Lagonda sub brand. Of course it would require Aston Martin to be receptive to a purchase.

Jaguar Land Rover is going to call itself 'JLR' and spin off brands

Embracing the current popular philosophy that less is more, the executives at Jaguar Land Rover plan to officially rename their company “JLR” and to create a new “house of brands” that will emphasize name equity and refocus its vehicle offerings. In simple terms, the British-based, India-owned company will split into four separate brands: Range Rover, Discovery, Defender and Jaguar. While this shift may appear to be essentially a function of marketing and dealership bookkeeping, the over-arching reason is to give some of the brands more visibility. Details of the plan, which would reconfigure showrooms in Britain into discrete brand footprints, were discussed this week at a presentation by JLR CEO Adrian Mardell. “The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesnÂ’t give it. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”  Underlying the effort is plans to reinvent Jaguar as an electric-only luxury brand, Mardell said that this was “unfinished business” for him since he joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where weÂ’re going back to and the right place for us to be." He further acknowledged that JLR had been “quiet” recently in the face of semiconductor chip shortages, but allowed that that situation was easing at his company.

Junkyard Gem: 1973 Jaguar XJ6

It requires a certain high level of commitment to keep an old Jaguar on the road, and so plenty of first-generation Jaguar XJs end up as projects that never get finished, sitting in yards or garages for decades before winding up in the nearest U-Wrench yard. As I clomp through car graveyards around the country in search of interesting machinery, I see so many 1980s XJs that I don't bother to photograph many of them … but a genuine Series I early Jag is a different story. Here's a '73 XJ6 whose final parking space (prior to facing the cold steel jaws of The Crusher) sits right next to that of a same-year Mercedes-Benz 450SLC in an East Bay yard. How the mighty have fallen! The C107 was too picked-over to be worth photographing, but you can admire the photos of this much nicer '72 I found in Denver a few years back. Unlike the last Series 1 XJ6 that I've photographed (in the very same yard, albeit 13 years ago), this car has not had its original straight-six engine replaced by a small-block Chevrolet V8 (because Jaguar parts were expensive and Chevy parts were cheap during the 1970s, that swap happened frequently). The US-market XJ6 got 150 horsepower from this smooth-running DOHC six, 40 fewer horses than the (far more expensive) 450SLC that year. The interior looks ravaged by the decades, but you can still discern the opulence that once reigned in this wood-and-leather-lined space. The dash boasts a full complement of authentic Smiths gauges, with a tasteful Kienzle clock right in the middle. Here's why we can assume that fewer than two of those instruments functioned at any given time during the life of this car: wiring by The Prince of Darkness! Working on electrical faults in these cars built up your patience while undermining your faith in symptom-to-problem relationships. The six-digit odometer ensures that we'll never know if we're looking at a 56,819-mile car or a 356,819-mile car. I'd guess 156,819 if I had to, based on pedal wear. These cars were very popular in the Bay Area, which has been full of European-car aficionados since the first Renault AXs sputtered off the docks of the San Francisco waterfront. Back in the 1970s and 1980s, you'd never see an old XJ without one of these pre-EU "GB" stickers on the back. The faded condition of this one suggests decades of sitting in the sun, probably while the car sat dead in the driveway due to electrical problems.