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Jaguar's next turnaround plan outlines a major shift to upmarket luxury

Jaguar wants to reinvent itself again, this time as a purveyor of EVs that competes in the luxury space dominated by Bentley. It outlined a turnaround plan written to help it move upmarket while launching a new range of models. Company boss Thierry Bollore, a French industry veteran who briefly ran Renault in the late 2010s, told British magazine Auto Express he wants Jaguar to represent what he described as "modern luxury." He added his vision of modern luxury is "extremely reductive" in terms of refinement, modernity, engineering, and technologies. Jaguar said it will go EV-only, yet it scrapped the next-generation XJ at the 11th hour in 2021 because the sedan didn't fit its image of a re-imagined brand. Making Jaguar synonymous with "modern luxury" requires starting from scratch. "The situation at Jaguar was really a concern from outside," said Bollore after revealing Renault looked at purchasing Jaguar-Land Rover in the late 2010s, "and more than a concern from inside, because the brand has been damaged to a certain extent." That's why the turnaround plan calls for a blank slate to rebuild Jaguar on. Design work for an entirely new range of Jaguar models has been completed, the executive affirmed, and Auto Express speculates the portfolio will initially consist of three models: a two-door sports car (likely a follow-up to the F-Type) and a pair of crossovers. Note that there's no sedan on the horizon. These three cars will ride on the same modular architecture, though it's too early to tell if it will be developed in-house or shared with another carmaker. They'll wear a new design language that was forged by holding an internal contest three teams participated in. Competing with Bentley, among other carmakers, will require convincing customers to pay six-digit sums. "Luxury starts not far from GBP100,000," said Bollore, a figure which represents about $140,000 at the current conversion rate. As of writing, none of Jaguar's models start above $100,000, though some cross that threshold once options are piled on. Its cheapest model, the E-Pace, starts at $39,950. Its most expensive is the electric I-Pace at $69,850. No one would pay $140,000 for an E-Pace, even if it's electric and brimming with tech, so Jaguar's upcoming models will all be relatively large. That doesn't mean Bollore will put a leaping cat emblem on a Land Rover Range Rover and call it a good job well done. He wants to ensure the two sister brands coexist without overlapping.

2019 Jaguar XJ50 is a supercharged birthday present

Jaguar is celebrating the 50th anniversary of its elegant luxury sedan, the XJ, with a stylish and supercharged new model called the XJ50. This nod to eight generations of XJ comes in long-wheelbase format and is powered by either a 340-horsepower supercharged V6, or snarling 470-hp supercharged V8. While the V6 model is available with a choice of rear- or all-wheel drive, the more powerful V8 is offered only in rear-wheel drive form. Revealed for the first time at the 2018 Beijing Motor Show, the XJ50 is visually separated by the standard XJ sedan by having unique front and rear bumpers, a gloss black grille, special badges on the side vents, along with 20-inch alloy wheels with a gloss black diamond turned finish. Four colors will be available: Rosello Red, Santorini Black, Fuji White, and Loire Blue. How something along the lines of British Racing Green didn't make the cut remains a marketing mystery, however. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The XJ50 cabin is fitted with unique touches like an XJ50 logo on the front center armrest, illuminated XJ50-branded treadplates, diamond-quilted seats with the Jaguar leaper logo on the headrests, along with metal pedals and aluminum shift paddles mounted on the steering wheel. "This is a car worth celebrating and the XJ50 pays homage to a giant within the Jaguar brand that we believe is one of the world's most stylish sporting saloons," said Ian Callum, Jaguar Director of Design. While only the most jaded automotive Grinch wouldn't enjoy a birthday celebration -- really, who doesn't like cake with their illuminated treadplates(?) -- there's a sense the XJ50 marks the end of the road for the brand's long-serving luxury sedan. Rumors persist that the XJ will soon migrate to an all-electric platform, to compete directly against cars like the Tesla Model S and upcoming Porsche Mission E. Jaguar did not release an exact price of the 2019 XJ50, though a long-wheelbase XJ with the 340-hp V6 and rear-wheel drive carries a starting price of approximately $84,500.Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Beijing Motor Show Jaguar Luxury Sedan jaguar xj

Watch this bad parker get what's coming to him

If you're lucky enough to have a nice vehicle, do your fellow gearheads a favor and don't park like a clown. Seriously. Not only will you anger everyone who is trying to find a place to park, but your nice car is a billboard reinforcing the stereotype that car people are self-important and inconsiderate.
Take this gentleman for example. He has a Jaguar XK, and understandably wants to take care of it. Rather than parking it far, far away from any other cars and getting a bit of exercise by walking to his building, he takes up two spots (albeit barely) close to the structure. From the cameraman's narration, we can tell his coworkers are less than thrilled about his inability to stay between the lines.
Naturally, they wanted to teach him a lesson, so they parked a bigger vehicle as close to his driver's door as possible. Mr. XK's attempts to enter his vehicle are rather amusing, culminating in his climbing through the passenger side and scooching over to the driver's seat. While we can debate this sort of treatment all day long, it was effective. The video includes a follow up at the end showing where the XK driver parked the next day, and as you might guess, it wasn't in the same spot.