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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 Land Rover gets to work on new university R&D center

Jaguar Land Rover has a raft of new products in the pipeline, from the new Defender to the next-generation XF sedan. But new product isn't the only thing the British automaker is investing in: it's also opening new facilities around the world, including what it's calling the National Automotive Innovation Centre back home in the UK. Based at the University of Warwick, the new $220-million R&D center is the result of a joint effort between JLR, its parent company Tata, the manufacturing arm of the university and the British government. The facility will bring together professionals from the automaker as well as its suppliers with academics to encourage, as the name suggests, innovation in the automotive sector. Its 355,000 square feet are earmarked to become the hub for Jaguar Land Rover's advanced research activities, including "workshops, laboratories, virtual engineering suites and advanced powertrain facilities, equipped to enable a full range of design, visualisation and prototyping activities." The cornerstore was just laid in a ceremony this week, but the facility isn't due to open until the Spring of 2017 when it will encompass some 1,000 employees, including 600 relocated by JLR to the new location from other sites in the UK. Related Video: Construction Begins On New UK Automotive Innovation Centre For Jaguar Land Rover - GBP150 million National Automotive Innovation Centre (NAIC) will open in Spring 2017, providing a state-of-the-art technology hub for Jaguar Land Rover's advanced research team and collaborative partners from the supply chain and academia - To keep the UK and Jaguar Land Rover at the forefront of global innovation, the team will develop the vehicles and personal mobility solutions of the future - The NAIC will focus on inspiring the next generation of engineers - from schoolchildren to undergraduates.

Latest Jaguar XJ snaps show old versus new

It is a rare day when automakers line up their current models and test cars right next to each other and allow us to compare them directly. However, Jaguar ending up doing just that during cold weather testing of the face lifted XJ, providing the perfect chance to see just what the company is changing.
We spotted the refreshed XJ testing last year, and it hasn't evolved much since then. The updated model sports clear turn signals and a slightly revised front air dam. The modifications are similarly minor at the rear. The bumper appears to dip down slightly further on the new sedan. Thankfully, those gorgeous taillights are still draped over the back of the car. The exhaust outlets have switched to oval shapes rather than the current parallelograms. This alteration could just be chalked up to it being a test car, but the previous tester we saw had a similar design. It's possible that the camouflage could be hiding other revisions, but don't expect anything radical from the facelift.
Our previous report indicated that Jaguar is also planning some interior upgrades with new infotainment and ambient lighting. The company seems to feel that there isn't a point in messing with the XJ's design just yet, since all of the changes we see here are very subtle. No problems, here - to our eyes, the big Jag is still one of the prettier sedans on the road today.