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Jaguar Land Rover might buy another luxury brand that it doesn't need

It seems that Jaguar Land Rover may be getting bigger in the near future. According to Bloomberg, the company is looking at acquiring some tech companies, and possibly yet another luxury car brand, provided that it fits with the current lineup of cars. On the surface, this makes some sense since Bloomberg reports that a whopping 78 percent of Tata Motors' revenue comes from luxury brands. And of course, any kind of tech acquisition could be useful considering the rapid development of electric and autonomous vehicles. But dig a little deeper, and a possible luxury brand acquisition just doesn't make sense for Jaguar Land Rover. The main reason for this is that the Jaguar and Land Rover brands have the luxury market thoroughly covered. Both brands offer full luxury lines from entry-level to high-end ( Discovery Sport to Range Rover on the Land Rover side, and XE to XJ on the Jaguar side). They also cater to every kind of luxury, from sporty vehicles such as the F-Type and SVR Land Rovers, to cushy luxury machines such as the XJ and Range Rover. So whether the company is competing with BMW or Mercedes, Jaguar and Land Rover have the bases covered. There aren't any other typical luxury brands that would actually add anything to the current lineup. In fact, adding another conventional luxury brand could actually result in the new brand poaching existing Jaguar and Land Rover buyers, rather than picking up new ones. What would make more sense for Jaguar Land Rover would be to pick up either a more mainstream brand, or an ultra-luxury marque. Neither Jaguar nor Land Rover has something that competes directly with the likes of Ford or Toyota in the mainstream game, or Rolls-Royce or Bentley at the top of the luxury heap. Picking up a brand in one of these segments would allow JLR and Tata Motors to actually expand offerings and pick up more sales, rather than having an internal competitor. What path would be ideal? Probably going even farther upmarket. Supercar makers and ultra-luxury brands continue to sell well, and there's the potential for significant profit by layering on features and content to existing platforms. Perhaps the best possibility for a high-end complement to Jaguar Land Rover would be Aston Martin. Not only does it have a strong reputation and line-up, it also could handle both supercars and luxury sedans, thanks to its Lagonda sub brand. Of course it would require Aston Martin to be receptive to a purchase.

2016 Jaguar XF Review

We last drove the new Jaguar XF in Spain last September, sampling it in 380-horsepower S spec and in 2.0-liter turbodiesel forms. We found both versions to provide a supple ride, despite some body roll, and loved the supercharged model's ample thrust from any engine speed. The ZF-provided eight-speed automatic was also applauded for its competence, making the sport paddles an unnecessary formality. If anything, our last drive only left us pining for a better infotainment system, as Jaguar Land Rover's painfully outdated one has been a target of our ire for a while. A limited amount of time behind the wheel, and a desire to see how much the slightly less powerful 2016 Jaguar XF 35t R-Sport gives away to its S-badged stablemate, leads us to our tester. In British Racing Green, the new XF is both more handsome than the slightly manic-looking old XF, yet also slightly more anonymous. This is a lithe shape, with crisp lines and few gimmicks, save the fender vents, which are about as tasteful as that element comes. The car's charms are especially evident from up front. Despite a distracting cut line, the hood is tastefully built up in two steps: a sharp rise from the headlight/fender area, and in the middle a tasteful power bulge. The overall effect is one of thoughtful, purposeful design – after all, this is Ian Callum's work – rather than taking a corporate-mandated design language and scaling it up or down to suit the hardpoints. Spend some time around FCA's UConnect system and you'll see where Jaguar needs to improve. Inside, this XF is a mixed bag. Let's start with the positives. Despite being shod in a rather boring black hide, the front seats are wonderfully comfortable and supportive without aggressive bolstering. The cabin would really wake up with a more interesting leather, like the brown that Jaguar calls "Brogue," covering the seats and door panels. Whatever you think of the rotary shift selector, the knurling on its diameter and the solidity of its action conveys the sense of craftsmanship you'd expect from a British luxury car. Some other controls, such as the cheap-looking and -feeling control stalks sprouting form the otherwise wonderful steering wheel, do not. And that takes us to the infotainment system. This XF does away with Jaguar's old, much-maligned user interface, which was blocky and balky in equal measures.

Jaguar to expand Jaguar XKR-S GT production run?

According to a report in Autocar, demand for the Jaguar XKR-S GT is such that the English company could nearly double production from 30 to 50 cars. Such inflation can often incense those have already put deposits down, worried that they've both been lied to about the potentially diminished values of their cars, but Jaguar has made the announcement barely a day after the XKR-S GT was revealed and 50 still isn't that many vehicles.
Nothing in the Autocar report indicates the additional examples will not come to America, making the 500-horsepower superfast coupe a treat we can still call all our own. Jaguar didn't add horsepower but instead honed other aspects of the car to produce a GT that can lap the 'Ring nearly as quickly as a Ferrari 458 Italia, and the world should be the beneficiary, the company's brand director saying, "The real beauty of this project has been that it has extended our understanding of the elements involved in making a car go so fast, and that will feed back into all our road car programs." Sounds good to us.