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2014 Jaguar XJR

Jaguar In Its Purest Form
Jaguar has spent a lot of time, money and engineering effort refocusing itself for the modern world. In 2006, the current XK replaced the former XK8 and introduced a new aluminum-intensive chassis architecture to Jaguar's portfolio, and two years later, the XF whipped up a similar overhaul to its classical styling department.
The next major revision came in 2009, with the introduction of the achingly attractive and completely new XJ sedan, and this step struck us as the biggest improvement yet; not only was Jaguar's flagship built atop a cutting-edge platform, it boasted a newfound sense of style that pointed toward the future while still echoing the brand's storied past. This trend has continued most recently with the two-door F-Type that we've already grown quite fond of.

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 Land Rover parent Tata posts a loss over coronavirus

BENGALURU — India's Tata Motors posted a wider loss for the September quarter on Tuesday as the COVID-19 pandemic sapped demand in several of its key markets. The global health crisis has hammered sales for automakers worldwide and compounded problems for Tata Motors, which was trying to improve Jaguar Land Rover (JLR) sales amid weak demand and uncertainty related to Brexit. Tata Motors reported a consolidated net loss of 3.14 billion rupees ($42.47 million) for the second quarter ended Sept. 30, compared with a loss of 2.17 billion rupees a year earlier. Retail unit sales at luxury car unit JLR, which rakes in most of the company's revenue, was down nearly 12% for the reported quarter. Tata Motors, however, said it expects JLR sales to gradually improve. "Despite concerns around the risk of a second wave of (COVID-19) infections ... we expect a gradual recovery of demand and supply in the coming months," the carmaker said in an exchange filing. Total revenue from operations fell 18.2% to 535.3 billion rupees. Tata Motors said it was committed to achieving near-zero net automotive debt in the coming years. Shares of Tata Motors ended 1.46% higher on Tuesday while the broader Mumbai market settled 1.03% higher.