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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.

Jaguar returns to open-wheel racing with Formula E team [w/video]

One of the most legendary names in motor racing – Jaguar – is returning to the open-wheel racing, but not with an internal-combustion engine. The British company has confirmed its plans to enter the FIA Formula E Championship. Though the British automaker has revealed little in the way of concrete details, the team is set to join the electric grid for the third season starting next fall. Jaguar will team up with Williams as its technical partner, drawing on the relationship they established in developing the C-X75 hybrid hypercar concept and on Williams' considerable racing expertise. The F1 team founded by Frank Williams developed the battery system for the SRT_01E that all the teams are using currently. "Electric vehicles will absolutely play a role in Jaguar Land Rover's future product portfolio and Formula E will give us a unique opportunity to further our development of electrification technologies," said JLR's chief engineer Nick Rogers. "The Championship will enable us to engineer and test our advanced technologies under extreme performance conditions." The company recently showcased new battery propulsion technology and is said to be developing an electric crossover to be dubbed the Jaguar E-Pace. Jaguar won Le Mans five times in the 1950s and twice again in 1988 and '90, and racked up victories in touring cars in the early 80s. Most recently Jaguar Racing represented the company in Formula One until then-parent Ford sold the team to Red Bull in 2004 before divesting itself from the company altogether in 2007. Aside from the XKR GT3/GT2 that it furnished to privateer teams, Jaguar has not competed in any major racing series since. Jaguar joins Audi, Renault, and PSA Peugeot Citroen on the Formula E grid. The announcement coincides with the withdrawal from the series of the Trulli team. Former F1 driver Jarno Trulli took over the outfit from Drayson and is now relinquishing the slot back to the series organizers effective immediately, dropping the grid down to 9 teams and 18 cars until Jaguar takes its place next season. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Jaguar Land Rover gives Lyft $25M and a fleet of cars

Lyft recently raised $600 million in a massive funding round, and now we know that $25 million of that came from Jaguar Land Rover, via its mobility services subsidiary InMotion. The car maker's investment in Lyft goes beyond just funds, however; it's providing Lyft drivers with a fleet of Jaguar and Land Rover vehicles as part of the tie-up, and it's also going to work with the ride-hailing tech company on autonomous vehicle testing. This is yet another high-profile partner for Lyft after a spate of recent new collaborators, including Waymo and, just last week, Nutonomy. Now, Jaguar Land Rover is also joining the company's Open Platform for autonomous cars: The collaboration with InMotion will see the Jaguar Land Rover-owned company "develop and test its mobility services, including autonomous vehicles" using Lyft's platform. Lyft's ability to rapidly bring on a lot of partners in the car maker space, specifically around autonomy, may have a lot to do with rival Uber's ongoing problems, which now also include mounting calls for CEO Travis Kalanick to step back, at least temporarily, from his leadership role. Lyft has also been pretty clear about seeking to partner on autonomy, rather than pursue its own tech, which is likewise different from Uber's current approach. Uber, too, has brought automakers to the table around self-driving services and making use of its ride hailing platform for mobility service offerings. Both Uber and Lyft seem interested in being the layer that connects riders and these future services, and for automakers, it means leaving a complex and challenging part of the picture to partners with experience and expertise, rather than having to spin up that part of the tech business themselves. The fleet provision in the deal is also interesting, and suggests the partnership between the two could involve more strategic cooperative service offerings ahead of the advent of commercial self-driving tech. Lyft gaining more ground among automakers beyond longtime partner GM also explains why it was reported that the ride hailing company turned down overtures regarding a potential acquisition by the Detroit-based automaker.Written by Darrell Etherington for TechCrunch.Related Video: