2011 Jaguar on 2040-cars

Auto blog

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.

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 XJ220 owners will finally be able to get new tires

Bridgestone announced today that the underserved Jaguar XJ220 used-car market would finally have access to new tires. Apparently a number of years ago, companies stopped supplying road tires for the XJ220 altogether. Don Law, owner and operator of XJ220 parts and restoration company Don Law Racing, brought the issue to the attention of Bridgestone. Now, Bridgestone and Don Law have assembled a team that includes the vehicle's original chief development engineer and test driver to create a modern tire for the 213-mph supercar. Bridgestone was also able to get access to pre-production car 004 for testing purposes. The company plans to have the new tire ready for the car's twenty-fifth anniversary next year. From the sound of it, the tire will likely outperform the original one, as Bridgestone's vice president of consumer OE tires cited the advancement of tire technology over the years when talking about the project. This whole project also raises an interesting question. Are there any other supercars that don't have original equipment tire options anymore? The XJ220 certainly wasn't the only supercar of the '90s with fat tires on relatively small-diameter wheels. Also, what will happen to the tire market for modern supercars? The Bugatti Veyron famously has special tires designed to handle its extremely high top speed. It certainly is an interesting first-world conundrum, and one we're going to keep tabs on. Related Video: