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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.

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.

VW ID. Buzz revealed, electric Chevy Blazer SS teased | Autoblog Podcast #720

In this episode of the Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Senior Editor, Green, John Beltz Snyder. The Volkswagen Bus revival is the big news this week, but first, we discuss winter driving in our long-term Hyundai Palisade, and review the Hyundai Kona Electric and Jaguar F-Pace SVR. Then they dive into the reveal of the VW ID. Buzz, and Chevy's tease of the Blazer SS performance EV. John's been compiling lists of the most efficient EVs, plug-in hybrids and plug-free vehicles of 2022. Finally, they take to the mailbag to help a listener pick a suitable replacement for a 2010 Mazdaspeed3. Send us your questions for the Mailbag and Spend My Money at: Podcast@Autoblog.com. Autoblog Podcast #720 Get The Podcast Apple Podcasts – Subscribe to the Autoblog Podcast in iTunes Spotify – Subscribe to the Autoblog Podcast on Spotify RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving Winter driving in our long-term Hyundai Palisade 2022 Hyundai Kona Electric 2022 Jaguar F-Pace SVR 2025 VW ID. Buzz revealed 2024 Blazer SS will be Chevy's first electric performance model The most efficient cars of 2022 Spend My Money Feedback Email – Podcast@Autoblog.com Review the show on Apple Podcasts Autoblog is now live on your smart speakers and voice assistants with the audio Autoblog Daily Digest. Say “Hey Google, play the news from Autoblog” or "Alexa, open Autoblog" to get your favorite car website in audio form every day. A narrator will take you through the biggest stories or break down one of our comprehensive test drives. Related video: