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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 XE to start at $35,895, XF at $52,895

Jaguar has announced pricing for two of its most anticipated models, the new, entry-level XE sedan and the second-generation XF. The British marque also released price changes across its range and unveiled a new customer service pack called EliteCare. As you can see from the headline, the new XE starts at $35,895. That'll score you the base model, the so-called 25t, and its 2.0-liter, turbocharged four-cylinder engine. That puts the baby Jag right in the meat of a very competitive segment. It'll be undercut by the Cadillac ATS, BMW 320i, and Acura TLX, but it's a good bit more affordable than the Mercedes-Benz C-Class, Infiniti Q50, or Lexus IS. If you like your fuel extra smelly and your torque to be offered by the bucket-full, be prepared to shell out $37,395. The 340-horsepower, 3.0-liter, supercharged-V6-powered XE 35t will require at least $42,695. The XE's big brother, meanwhile, is subject to a significant price drop. The new base model, the 340-horsepower 35t, rings up at just $52,895, or over $5,200 less than the entry level V6-powered 2015 XF. Once again, Jag has parked itself in the middle of a popular segment, although unlike the XE, the vehicles that undercut the XF – the Infiniti Q70 and Acura RLX – are old or not particularly popular among consumers. That's good news for JLR, since the new sedan easily undercuts the BMW 5 Series and Audi A6, while sneaking in just below the likes of the Mercedes E-Class or Cadillac CTS. And if you're in mourning for the 2.0-liter, turbocharged XF, don't be – the new 35t is only $2,000 more expensive, is lighter, and has 100 more horsepower. Finally, we have Jaguar's new EliteCare program. Essentially, should you purchase anything from model year 2016 and beyond, your car will be subject to a limited warranty, free scheduled service, and 24/7 roadside assistance for five years or the first 60,000 miles of ownership. Owners will also have access to Jaguar's InControl Remote and Protect services for the first 60 months. According to the Brits, the warranty is the best in the class, while the free maintenance lasts longer than the competition. Read on for the full press release from Jaguar, which includes details and other small pricing tweaks for the company's range.

Formula E is on track financially, with NYC race coming up

LONDON - Formula E could be breaking even already were it not investing for the future, chief executive Alejandro Agag said on Monday after the electric motor racing series reported continuing losses in its latest annual accounts. Accounts filed at Companies House showed Formula E Operations Ltd reduced its operating loss to 33.7 million euros ($38.32 million) at end-July 2016, a period covering its second season, from a previous 62.7 million. Net liabilities rose to 107.2 million euros from 72.1 million, while total revenues reached 56.6 million from a previous 19.7 million. "Everything is going according to plan," Agag, whose city-based series will be racing in New York for the first time on July 15 and 16, told Reuters in an interview at his London offices. "Actually we are doing incredibly well financially according to our plan. "We could have broken even this year but we decided to invest more in marketing and promotion. We decided to add races like the one in New York, which is in year one a race which is costing, we have significant capital expenditure." "It's really up to us when we want to go to break even or not. We could be in break-even now, we could be in break-even next season but we may decide to invest more in marketing and promotion." Agag said the shareholders, including John Malone's Liberty Global and Discovery Communications, were supportive of the strategy and the series had attracted more investors, sponsors and car manufacturers. The New York races will be held in Brooklyn's Red hook neighborhood, with lower Manhattan and the Statue of Liberty as a backdrop with technology partner Qualcomm securing the naming rights. MANUFACTURER INTEREST Agag, whose series plays down competition with Liberty Media-owned Formula One, said more carmakers were set to join a series increasingly aligned with their commercial focus. "I think Formula E has become the preferred destination for manufacturers and there are a few reasons for that," said the Spaniard. "Obviously, one is that it is electric and manufacturers are more and more focusing on electric cars...and we are the only platform really to help them promote that technology and those types of cars. "And second, because of the cost. The cost of the team in Formula E is very moderate." Whereas top Formula One teams can burn through $300 million a year, as can the likes of Toyota in the World Endurance Championship, the budgets of successful Formula E teams are between 10 and 15 million.