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Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.

Jaguar could still revive XK as luxury grand tourer

With the F-Type taking the lion's – or Jaguar's – share of attention lately, it would be all too easy to forget all about a Jag once known as the XK. But it existed, and it could once again. First introduced in 1996 as the XK8 to replace the old XJS, the XK survived for two generations. It was available as a 2+2 coupe or convertible and was powered by Jaguar's signature AJ-V8 engine. By the time it was discontinued just this past summer, the ultimate XKR-S packed as much as 542 horsepower. But though it had two more seats, the XK was rendered largely obsolete by the arrival of the nimbler, newer and arguably more stylish F-Type. According to Autocar, however, the XK could be reinstated with a more GT-like approach. The XK as we've known it, said Jaguar's Ross Varney to the British weekly, "straddled the GT and sports car segment, with more of an emphasis on the GT side but probably not enough." Varney was in charge of the F-Type project and was also responsible for a new project to replace the XK until it was shut down earlier this year. "We have plans to do lots more with the F-Type," said Varney, "but there will still be other areas we want to cover. We need to find the right way to deliver on them, and the XK could be one way of doing that." What Varney is saying, essentially, is that while the XK project may not be moving forward just yet, it could be revived in the near future. If it did, we'd be looking at a more accommodating and luxurious grand tourer, different from the F-Type that's more of a focused sports car. Think of it, then, as more of a Bentley Continental GT, but probably less expensive - or put another way, if the F-Type is a junior Aston Martin V8 Vantage, the new XK would be a (relatively) more accessible DB9. The intel sounds similar to what we heard when the most recent XK was being put out to pasture, but tells us that hope is still alive for those interested in a two-door Jag with room for the kids in the back.

Jaguar Land Rover building new R&D center for hybrids, EVs, autonomous cars

The success of Jaguar Land Rover in recent years has largely been down to a resurgent product lineup, but a recent move into the research and development will see the British-based, Indian-owned brands take the fight to its German rivals more aggressively than ever before.
JLR is investing 50 million pounds ($80,345,000, as of this writing) in a joint R&D center in central England. The move will more than triple its staff dedicated to research, from 150 to 500, with Wolfgang Epple, JLR's Director of Research and Technology telling Automotive News Europe, "In order to play among the big animals in automotive and to be anchored in the mind of customers you have to have offered something unique, to be first in market. We want to be one of the key premier automotive manufacturers."
Jaguar Land Rover's 50-million-pound contribution represents more than half of the 94-million-pound tab, on the so-called National Automotive Innovation Campus. Based at Warwick University, Tata's European Technical Center, Warwick Manufacturing Group and the Higher Education Funding Council, an agency of the British government, are all chipping in for the facility.