2009 Jaguar Xj Series on 2040-cars

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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 releases Desire short film starring F-Type and Damian Lewis

After stoking the hype with a theatrical-style trailer, Jaguar has finally released the full-length version of its mini-movie, Desire, to help kick off the new 2014 Jaguar F-Type. Starring Homeland actor Damian Lewis across from the lovely Shannyn Sossamon, the film has been turned loose on YouTube after an initial debut at the Sundance London film and music festival.
Shot in Chile's rather breathtaking Atacama Desert, Desire is described by the producers as being "A story of betrayal, retribution, passion and greed." Lewis plays the lead role of Clark, a high-end car delivery guy (great work if you can get it), who runs into an unexpected, sexy mystery when shuttling the lovely F-Type to the middle of nowhere. Who could have guessed?
We won't spoil any of the not-exactly-serious 13-minute plot for you; scroll down below to see for yourself if the theatrical pomp and circumstance is worthy of Jag's newest roadster.

Junkyard Gem: 2001 Jaguar XJ8

After Ford bought Jaguar in 1989, the bosses in Dearborn finally got their hands on a storied luxury brand that would be taken more seriously than Lincoln outside of North America. A fresh infusion of dollars worked wonders to improve the quality of Jaguar's engineering and assembly, and development of a modern DOHC V8 engine immediately took a high priority. That engine made its debut in the 1997 Jaguar XK8, then went into the engine compartment of the very first production Jaguar sedan to get factory V8 power: the XJ8. Today's Junkyard Gem is one of that first generation of XJ8, found crashed in a Colorado self-service boneyard. The 1998-2003 XJ8 lived on the final iteration of the mid-1980s-vintage XJ40 platform, the X308. While this means that the X308 had chassis ancestry stretching back to the British Leyland era, Ford's money ensured that it would be built better than its predecessors had been during the cash-strapped bad old days. Exterior styling wasn't much changed from that of the XJ300. Inside, the old XJ40 dash finally went away for good, replaced by a design more appropriate for the new century. Jaguar couldn't compete with BMW and Mercedes-Benz on leading-edge chassis engineering, but its heritage was hard to top. The engine is a 4.0-liter DOHC V8 with variable valve timing, rated at 290 horsepower and 290 pound-feet. Ford should get credit for funding Jaguar's own engine instead of simply stuffing some member of its Modular V8 family in here. If you wanted a manual transmission in your XJ8, the answer was a firm no. In fact, Ford ended up using the 3.9-liter version of this engine in the Ford Thunderbird and Lincoln LS. The MSRP for the base 2001 XJ8 was $56,355, or about $98,725 in 2024 dollars. The 2001 BMW 740i listed at $62,900 ($110,190 after inflation) and the 2001 Mercedes-Benz S 430 cost $70,800 ($124,030 now). Perhaps the $51,745 BMW 540i and the $56,050 Mercedes-Benz E 430 ($90,649 and $98,190 in today's money, respectively) were more realistic sales rivals for the XJ8, though. This car's interior is a bit grimy but appears to have been in nice enough condition when it arrived here. What happened? This happened. On a near-quarter-century-old European luxury sedan, body damage like this usually results in the insurance company declaring the car totaled. Remember when Dennis Tito paid $20 million to become the world's first space tourist? Jaguar could have saved him some money. You'll never, ever lose it in the parking lot.