2005 Jaguar X-type Base Sedan 4-door 3.0l on 2040-cars

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The Jaguar XKSS, famed ride of King of Cool, is new again

You might remember earlier this year, when we told you Jaguar had confirmed that it would follow up the limited-run of continuation E-Types – completely new, built from scratch classics – with a new run of the impossibly cool XKSS. Those folks in Coventry weren't pulling our leg, because we're here in LA and the brand new XKSS is here, too. Actually, they're 60 years late. If you remember the story we told you when Jaguar said it'd be building these things, there were originally to be 25 cars in total. 16 were built, and the other nine were destroyed in a fire at the Browns Lane factory. Thus, nine original XKSS cars have been missing, and the nine XKSSs that Jaguar will build for a cool GBP1 million each will round out the initial production run. If you're not familiar with the XKSS, here's a little background. Jaguar won Le Mans three times in a row in a factory racer known as the D-Type. After withdrawing factory support in 1956, some privateers continued on with the car, but Jaguar didn't. That left several D-Types sitting about Browns Lane in various degrees of completion. Sir William Lyons had them converted to road spec, which involved adding such niceties as a windshield and passenger door, but otherwise they were not far removed from the Le Man-winning cars they were based on. That meant that they were, to put it mildly, a lot of car for the street. The kind of person an XKSS appealed to was stylish and adventurous, and someone who craved speed. Someone like Steve McQueen, perhaps. His old XKSS is sitting in the Petersen Museum in LA, which not-coincidentally is where Jaguar assembled us to see the wraps pulled off the new one. The "new" XKSSs are generally faithful to the original design, with the bodies hand-formed off bucks that were themselves created off an original XKSS. The body is made out of exotic magnesium, an extremely lightweight metal which is often misunderstood to be extremely flammable. It is, but much more so when it's in little pieces, like shavings; formed into a car body, it's not quite the incendiary device you might think it'd be. Even the processes to form the chassis is the same, such as the bronze welding technique used to bond its tubing. A few concessions to modern safety are fitted, however. There's a fuel cell, partly due to the additional safety it provides but also to better resist the harrowing effects of modern ethanol blend fuel.

Watch the trailer for Jaguar's short film staring the F-Type and Damian Lewis

Jaguar continues to think well outside of the box when it comes to marketing it's new F-Type, now furthering plans for a short film which highlights the sexy roadster. Desire, featuring Damian Lewis (star of the hit series Homeland), Jordi Mollà (unforgettable in Bad Boys II) and Shannyn Sossamon (that girl you had a crush on for like a month in 2002 after you rented A Knight's Tale), Jaguar is clearly pulling out all the stops for this one. Well, nearly all the stops anyway ­- the "Ridley Scott Associates" billing isn't quite the same has having the man himself, if we're splitting hairs.
The short video below is still just a trailer for Desire - the full film will make its debut sometime in April, we're told. The sketched out plotlines tell us that Lewis' character Clark, "...delivers cars for a living, running into trouble after a chance encounter with a mysterious, young woman (Sossamon) in the middle of a lawless desert." The car looks good, at any rate.
Call us crazy, but the Desire trailer feels an awful lot like a spoof on the cool-but-overly-serious short films that BMW has done in this vein, already. Maybe we're just being cynical? Tell us what you think in comments after watching the clip.

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.