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Jaguar Land Rover to upgrade Castle Bromwich plant to build EVs

LONDON — Jaguar Land Rover is making a multi-million pound investment to build electric vehicles in Britain, in a major boost for the UK government and a sector hit by the slump in diesel sales and Brexit uncertainty. Britain's biggest car company, which built 30 percent of the UK's 1.5 million cars last year, will make a range of electrified vehicles at its Castle Bromwich plant in central England, beginning with its luxury saloon, the XJ. "The future of mobility is electric and, as a visionary British company, we are committed to making our next generation of zero-emission vehicles in the UK," Chief Executive Ralf Speth said on Friday. The announcement gives a boost to Britain's automotive sector hit this year by Honda and Ford's plans to close factories. Jaguar Land Rover (JLR) has highlighted the dangers of a no-deal Brexit and the need to maintain frictionless trade with the European Union, echoing warnings from the industry that just-in-time production could be hit by customs delays and additional bureaucracy. But it has signed a deal with workers at the Castle Bromwich factory to go from a five-day to a four-day working week with the same amount of hours which should allow the plant to operate more efficiently. Three of JLR's four European car plants are in Britain, giving it limited capacity elsewhere on the continent. The other, in Slovakia, only opened last year and is still being ramped up with other models allocated there. "We are making this investment because the ongoing Brexit uncertainty has left us with no choice, we had to act, for our employees and our business," JLR said. "We are committed to the UK as our home and will fight to stay here but we need the right deal." Both candidates to replace Prime Minister Theresa May, Boris Johnson and Jeremy Hunt, have both said they are prepared to take Britain out of the EU on Oct. 31 without a deal, although it is not their preferred option. Brexiteers have argued that the EUÂ’s biggest economy Germany, which exports hundreds of thousands of cars to Britain ever year, would do its utmost to protect that trade Friday's announcement comes after a turbulent few months for Jaguar which announced around 4,500 job cuts earlier in January and posted a 3.66 billion pound ($4.5 billion) loss in 2018/19.

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 Land Rover to badge vehicles based on horsepower

Add Jaguar and Land Rover to the list of automakers changing their nomenclature due to the realities of engine downsizing. Spy photos of an unreleased Jaguar F-Type model show a badge reading P380 AWD. The letter P evidently refers to Petrol (British for gasoline), and 380 is the engine's horsepower. According to Auto Express, the entry-level F-Type will be badged P300, indicating the power output of its 2.0-liter turbocharged four-cylinder engine. Land Rover is expected to follow suit with the new badging nomenclature. Diesel models will get a D instead of a P, while electric and hybrid models will get an E badge, along with a number corresponding to total system power. So, expect the I-Pace to sport an E400 badge on its hind end. One question we have, though, is how the disparity between mechanical, metric and imperial horsepower will be dealt with. While such power-specific badges are arguably unnecessary, we expect the trend to proliferate as engines continue to get smaller but turbocharging and electrification keep horsepower climbing. At least JLR's badges are easier to understand than the messy way Audi plans to rename its models or the way BMW completely dismisses actual engine size in its naming convention. Related Video: News Source: Auto ExpressImage Credit: Simon Dawson/Bloomberg via Getty Design/Style Green Jaguar Land Rover Convertible Crossover Hatchback SUV Wagon Luxury Performance Sedan jaguar land rover