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Is Jaguar's 3 Series-fighter the brand's last chance?

The upcoming line of compact 3 Series-fighters from Jaguar, often referred to as the Jaguar XS, could consist of a sedan, wagon and possibly a coupe and GT model (think BMW 5 Series GT). The car's all-aluminum architecture also will provide the basis for two new sports utility vehicles. Just how important is the much-touted "baby Jag" project to parent company Jaguar Land Rover? A JLR executive reportedly says the brand's survival is directly linked to the success of the XS, codenamed X760, Autocar reports.
The brand's survival is directly linked to the success of the XS.
"If the X760 fails, it will probably be the end for the [Jaguar] brand," the executive says. But Adrian Hallmark, Jaguar's global brand director, claims Jaguar will "build the most advanced, most efficient, most refined car in that [compact luxury sedan] segment. Not almost as good as, but better than the best in the world."

Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

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 If anything, our last drive only left us pining for a better infotainment system, as Jaguar Land Rover's painfully outdated one has been a target of our ire for a while.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.