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Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

Jaguar lifts the tailgate on XFR-S Sportbrake

In the market for an amped-up Jaguar? Look for the letter R, adorning such performance models as the XFR and XJR sedans, the XKR coupe and convertible and the new F-Type R. But if it's bonkers performance you're after, you'll want to add the letter S into the mix as well. Jaguar uses the letters to connote its most hard-core performance variants like the two-door XKR-S and four-door XFR-S. And now it's applied them to the XF wagon as well, skipping the R treatment and going straight for the new XFR-S Sportbrake.
Leaked just the other day and headed for the Geneva Motor Show, Jaguar has now revealed its new power wagon in full. The XFR-S Sportbrake packs Coventry's ubiquitous 5.0-liter supercharged V8 engine boasting 542 horsepower and 502 pound-feet of torque. That's the same version that powers the XKR-S and XFR-S sedan (not to mention the F-Type R and XJR), and drives the rear wheels through an eight-speed automatic to rocket the estate to 60 in 4.6 seconds and on to an electronically limited top speed of 186 miles per hour.
That may be pretty quick, but doesn't quite stack up to the Mercedes-Benz E63 AMG S-Model 4Matic Estate whose 5.5-liter twin-turbo V8 offers up 577 hp and 590 lb-ft for a 3.6-second 0-60 time, or to the Audi RS6 Avant whose 4.0-liter twin-turbo V8 churns out 552 hp and 516 lb-ft for a 3.9-second 0-62 sprint. Though the Jaguar is only a little behind in output, it's a good second slower where it's measured. Granted that the Benz and the Audi are both all-wheel-drive where the Jaguar powers the rear only, but if four-wheel traction is how you get the power to the road, we wonder why Jaguar wouldn't fall in line. Particularly when the Jag's starting price in the UK (don't expect to see it imported here) is quoted at £82,495 - several grand more than the £76,985 RS6 but just shy of the £85,880 Mercedes gets for the E63 S-Model wagon in the UK (where the less potent 'base' version is also available as the cheapest in the bunch at £75,885).

Jaguar C-X17 Concept teased before Frankfurt

Just ahead of the Frankfurt Motor Show, which begins September 10, Jaguar is teasing the reveal of a design study to introduce its new advanced vehicle architecture. Dubbed the C-X17, the mysterious concept "illustrates the diversity of vehicles that could be produced using this architecture, which underpins the innovative future of the Jaguar brand."
While it's not entirely clear what this architecture involves or what type of vehicle the C-X17 may be, this reveal is reminiscent of Jaguar's decision to unveil the C-X16 concept, a hybrid electric sports car, in Frankfurt in 2011. From the looks of the teaser image Jaguar released (click above to enlarge), we're guessing the C-X17 will be something between a low-slung crossover and a sporty wagon. But we won't have to wait too long to find out - Jaguar is streaming the live pre-show reveal to invited guests on its Facebook page on Monday, Sept. 9.
In addition to the C-X17, Jaguar be showing off the performance-oriented XJR and XFR-S, and, of course, the F-Type convertible. Scroll down for the official press release.