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Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

2022 Jaguar I-Pace Road Test Review | 762 miles in Jag's EV

A legion of new electric cars has been launched over the past couple years, so it’s easy to forget about one of the earliest entries in the electric revolution: the Jaguar I-Pace. In fact, the I-Pace is so old now that itÂ’s getting a mid-cycle refresh of sorts for the 2022 model year. Autoblog had its “First Drive” of this futuristic-looking crossover-hatchback nearly four years ago, so itÂ’s time to see where the electric Jag stands now that it has more competition.  To really get a sense of where the I-Pace fits today, I decided to take it on a road trip from Detroit, Michigan, to Buffalo, New York, and back. This would test the carÂ’s real-world highway range, its charging ability and luxury prowess as a premium crossover. It also ended up being a test of the Rust BeltÂ’s charging infrastructure and ability to facilitate EV road tripping. The trip starts with a 100% charge in Michigan, 50-degree weather and a 381-mile drive ahead of me. According to the sticker for this 2022 Jaguar I-Pace EV400 HSE, it has a 222-mile range on a full charge — thatÂ’s down from the 234 miles it was rated for in 2021. I set out, and itÂ’s all good vibes at the start. This I-Pace has the standard 20-inch wheels (not the optional, giant 22s), which pair perfectly with the air suspension to provide a truly comfy ride. The adaptive cruise control makes dealing with rush-hour traffic through Detroit easy, and the I-PaceÂ’s dual-motor powertrain, good for 394 horsepower and 516 pound-feet of torque, is a delight to unleash when the road opens up. Even at 60 mph-plus, the I-Pace has plenty of go to pin you back like other quick EVs do today. As I make my way into Ohio and navigate through Toledo, some gripes pop up. The lane-centering system is finicky and downright scary at times. Poor lane markings cause it to abruptly yank the car left or right, and you need to be quick at the wheel to keep it from driving onto the shoulder or worse — other cars with similar lane-following tech perform significantly better on the same roads. ItÂ’s even more frustrating when I learn how good it is on a highway with clear and proper lane markings, tracking beautifully Â… until the road no longer cooperates. Its inability to cope when lane markings suddenly deteriorate makes this system hardly worth using. Watching out for its bad behavior is more mentally taxing than just turning the system off and driving without.

Watch a Jaguar F-Type R drag a parachute at 186 mph

With carbon-ceramic brakes on offer, the Jaguar F-Type R Coupe can shed off speed even faster than it can rack it up. Even the standard steel rotors do a pretty good job of it. But what would happen if you deployed a parachute out the back of the Jag at 186 miles per hour, like you might with a drag racer? That's what the British automaker has found out in this latest video. And just why would they do such a thing, you ask? Because Bloodhound, that's why. Jaguar is providing technical support to the Bloodhound SSC land speed record attempt, and one of the roles into which the F-Type has been pressed is to check the parachute that will (along with the air brakes and rotors) form an integral part of the jet- and rocket-powered vehicle's run. To make sure the chute would do its job, the team put Royal Air Force pilot Andy Green behind the wheel of the specially equipped F-Type at the RAF air base in Bentwaters, Suffolk, UK, had him speed down the runway up to the car's top speed and deploy the chute. Fortunately, as you can see from the minute-long clip, everything seemed to have gone according to plan – though we're not sure about the logic behind the assertion that if "it worked at 180, it will definitely work at a thousand miles an hour." Related Video: Jaguar F-TYPE Performs Mission Critical Parachute Deployment Test for British World Land Speed Record Challenger Bloodhound SSC 12 June 2015 - World land speed record holder Andy Green drives an F-TYPE R Coupe at top speed of 186mph to test Bloodhound SSC's parachute deployment system - The test continues Jaguar's technical partnership in the world land speed record attempt, following a high-speed communications test run in South Africa in 2014 - Jaguar will be at the heart of Bloodhound SSC providing its 5.0-litre 550PS supercharged V8 engine to power the rocket's oxidiser pump Today, Jaguar and the world land speed record holder RAF Wing Commander Andy Green performed vital high-speed parachute tests as part of the company's on-going technical support for this unique engineering adventure: creating a car that can cover a mile in just 3.6 seconds. The jet and rocket powered car, which aims to surpass the current record of 763.035mph before targeting 1000mph, has multiple braking systems including air-brakes ('doors' mounted on the side of the car which open to increase aerodynamic drag) and disc brakes (used when slowing down from 200mph).