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Next-gen Jaguar XJ spotted in mule form during winter testing

Of course Jaguar Land Rover is using a Range Rover to yank around an electrified Jaguar sedan mule. At least, we think the car sitting on the trailer is a test mule for the recently announced XJ successor. Jaguar has said it’s going to make an all-electric version of the car, but itÂ’s going to use the new MLA platform that will also support a gas engine and hybrid versions. The body itself most resembles that of the XF, but there are a couple tell-tale signs that this car is destined for a battery-electric powertrain. The clearest sign comes in the form of the abnormally high side sills. This taller floor is a typical EV tipoff for mules in testing, as the body work itÂ’s mated to isnÂ’t necessarily designed to mesh with the requirements of an EV powertrain. There are no “Electric Vehicle” stickers stuck to the car to make this extra easy for us, but plenty of other strange elements let us know that this mule is no normal XF. We canÂ’t see through it, but the “grille” is covered up by a large piece of camouflage. Some areas on the bottom and top appear to be mesh, allowing air through, but itÂ’s still rather restricting. The hoodÂ’s fitment and shape are about as funky as can be. ThereÂ’s even a hump in the center of the hood, making it look like some kind of high performance muscle car.  Lending even more credence to this being a next-gen XJ mule is what appears to be a longer wheelbase and wider track. Jaguar extended the fenders outward to accommodate this, but itÂ’s especially apparent in back with the squared-off rear fenders. Since itÂ’s a mule, itÂ’s tough to be certain which powertrain this particular car is hiding. The fuel cap remains on the right rear side of the car, but it appears to be in a different position than the fuel cap on the current XF. Maybe it isnÂ’t a fuel cap, and itÂ’s a covering for the plug outlet instead? There are no other obvious outlets on the car to plug in to, but thatÂ’s nothing out of the ordinary for a mule. One suspicious element we spotted in the rear is the side of a chrome tailpipe protruding from the rear bumper. ThereÂ’s no way to know if itÂ’s a real or a fake tailpipe to throw us off the hunt, but weÂ’ll note its presence nonetheless. Jaguar has already released a teaser image of the rear taillights on the electric XJ successor, but of course this test mule isnÂ’t supporting production lights.

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'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.