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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.

Jaguar XJ220 leaps into Jay Leno's Garage

Having sadly canceled the C-X75 project and sat out today's hybrid hypercar race, it would be all too easy to forget about Jaguar as a supercar manufacturer altogether. But back in the early '90s, the British automaker didn't just play in the supercar game – it dominated it. The XJ220 was, for a time, the fastest car in the world. Jay Leno pays tribute in this latest video. Originally envisioned with a V12 engine and all-wheel drive, the XJ220 ultimately surfaced with a 3.5-liter twin-turbo V6 driving the rear wheels alone. None of that kept it from eclipsing the top speed achieved by every supercar that came before with a terminal velocity that didn't quite reach the 220 miles per hour initially promised, but came pretty darn close. The disappointment in the change of specification lead some to dismiss the XJ220 as a failure, but it was still the fastest thing on the road until another British supercar (in the form of the McLaren F1) took its place at the pinnacle of automotive bragging rights. Two decades later, Jaguar quite nearly drove down the same road when its initial plans for the C-X75 changed from an experimental turbine powertrain to a multi-charged inline-four. Only this time the Leaping Cat marque didn't put it into production at all, save for a few prototypes and movie props – which is a bit of a shame, and then some. Watching Jay speed down memory lane in the supercar that almost never was, we're glad that Jaguar still built the XJ220, and saddened that it never followed up with another groundbreaking supercar today. Related Video:

South African company builds the world's first armored Jaguar I-Pace

When you think of armored cars, the presidential “Beast” limo and large SUVs likely come to mind. What you might not consider is that as the auto industry transforms itself to produce electric vehicles, weÂ’ll start seeing more armored EVs. A South African company has a leg up in this area with the release of the first armored Jaguar I-Pace. Armormax has offices around the globe, but its home base in South Africa is responsible for developing the armored SUV. Jaguar South Africa worked with the company to produce the I-Pace, and the work to add protection does not void or change the warranty. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Armoring a vehicle tends to add a ton of weight, but Armormax says the I-Pace takes advantage of its in-house materials. The company claims its protection material is the lightest in the world and notes the use of high-grade ballistic glass. The I-Pace offers a B4 ballistic protection rating, which covers handguns up to a .44 Magnum and shotguns. Armormax added run-flat tires and an external intercom system. We donÂ’t know if Armormax will offer the I-Pace outside of South Africa, but it likely wonÂ’t be cheap if it does. The U.S. I-Pace starts at more than $71,000, and thatÂ’s before buyers add any of ArmormaxÂ’s impressive upgrades. The company offers gas masks, ballistic riot shields, bomb blankets, and more. If Bond-villain features are your thing, Armormax will sell you smoke screen systems, electric-shock door handles, and a road tack dispensing system.