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Jaguar's first-ever Super Bowl ad to feature F-Type Coupe

Patrons of this year's Los Angeles Auto Show will be able to get their first glimpse at the new Jaguar F-Type Coupe, but the new hardtop sports car will be shown off to an even greater audience in early February. No, we aren't talking about the Chicago Auto Show - we're referring to the Super Bowl. Jaguar will debut its first-ever Super Bowl ad during the second half of the big game on February 2, 2014, and the sleek new F-Type Coupe will be the star.
According to Jaguar, the ad campaign will pose the question, "Have you ever noticed how in Hollywood movies, all the villains are played by Brits?" And for all you social media mavens out there, Jaguar will launch a specific hashtag to go with this marketing: #GoodToBeBad.
British director Tom Hooper is responsible for the ad, which is being filmed in London. Americans will get their first glimpse at the campaign this weekend in the first spot, called Disruptor, but the big F-Type Coupe spot will not air until Super Bowl XLVIII in February.

Jaguar Land Rover proposes seats that scientifically massage your butt, for your health

Habitually sitting too long can degrade a person's health. Scientific research has proven that dormancy can increase the risk of obesity, diabetes, cardiovascular disease, deep-vein thrombosis, and metabolic syndrome, according to the Harvard Medical School. Although sitting can be avoided in many cases, such as using a standing desk at work, taking a seat is the only option when hopping in the car for a drive. Jaguar Land Rover (JLR) is hoping to address this negative aspect of cars with a new high-tech seat that the company says mimics the act of walking.  JLR calls the concept a shape-shifting, or morphable, seat system, and it is currently in a trial period with Jaguar Land Rover’s Body Interiors Research division. Using actuators built into the seat's foam, the seat will constantly be in motion with micro-adjustments that can be tuned to the needs of different people and body types. JLR believes it has created a system that recreates what is known as pelvic oscillation, a motion that can supposedly trick the brain into thinking the body is walking. In addition to helping to prevent internal health issues, JLR also notes that a sedentary lifestyle can degrade and shorten muscles in the legs, hips, and rear. If these muscles are worked on a regular basis, the chance and risk of injury and back issues could potentially be reduced. The new seats are just one of many car interior technologies JLR has explored. In the past, we've seen tech that tracks brainwaves and heart rates, creates augmented reality, helps prevent motion sickness, and helps stop the spread of germs. They've also taken the time to have an expert demonstrate the perfect seating position. Most of this stuff is experimental for now, but it's possible similar features could eventually trickle down to production cars, in time. See how the seat moves in the video below. Related Video:    

2016 Jaguar XF First Drive [w/video]

Jaguar has never had a problem with style or driving joy. Every generation of the British brand's vehicles – with excuses made and accepted in advance for S-Type and X-Type and other outliers – has offered compelling styling and great performance. New kid XF was no exception when it was introduced in 2007. The car's sheetmetal pointed the way forward for the fully up-to-date range we see now, and its confident engines and handling chops were on pace with the best Bimmers, Benzes, and Cadillacs. The first-generation XF made some hay for Jaguar, selling around 280,000 copies through 2014. But those annualized rates still represented a blip on the luxury midsize radar when viewed against the backdrop of the German Three's numbers. Part of that sales story has been down to the E-Classes and 5 Series of the world being consistently excellent, to be sure. But a lot of the blame can be found in Jaguar's historic weak spots. Grace and pace the brand had in spades, but consumer perception of quality and reliability just weren't there, pricing was typically near the top of the class, and the residual values of the cars were low (a combination of all three factors, most likely). Of course, Jag would love to sell a few more cars. But this time, instead of simply building a great-looking, great-driving new XF (which is absolutely the case), the brand is doing some clever non-engineering-based things to put more big cats in more garages than ever before. The tradeoff of very good ride quality is worth the minute amount of roll. After flying all they way to Spain – Pamplona and the Navarra Circuit, by way of Barcelona and a Range Rover adventure you'll hear about soon – I would be remiss not to tell you how the new XF goes down the road. Some 150 kilometers (93 miles) of motorway and challenging b-roads lie between the city with that annual livestock problem and the 2.44-mile, FIA approved racecourse. A route that led me to understand that this XF, in my case the 380-horsepower XF S, has gained more than it has lost in the generational changeover. The company is fully committed to aluminum for its midsizer, with the new car now using a body structure that's 75-percent built from the stuff. I'm told that means a body in white that weighs just over 600 pounds, and an overall weight savings of 11 percent. Body stiffness has been raised by 28 percent in the process.