Auto blog

Jaguar envisions future without V8 engines

With tighter emissions and fuel economy regulations looming, Jaguar may have to do more than make a small, fuel-efficient hatchback to lower its model range's consumption figures - it also might give up its venerable V8 power, Drive reports. But not anytime soon, says Steven de Ploey, Jaguar's product and marketing director, who recognizes that the V8 can be replaced only by something that offers the same, or better, performance. But he has a word of caution: "We are not wedded to V8s."
In the meantime, de Ploey says there are other ways to reduce emissions. One of the first steps Jaguar could take is to shift away from the use of superchargers, which aren't as good as turbochargers at maintaining efficiency and making power. But he adds that supercharging still is "at the heart of Jaguar's performance proposition," and that the company has addressed the current downsizing trend by "replacing our naturally aspirated V8 with a 3.0-liter supercharged V6."
Consider one of de Ploey's comments on the cancelled C-X75 supercar (pictured) for some clue about Jaguar's future: "Some of the stuff we have already exploited to the extreme in the C-X75 is the kind of thinking for us and is an essential test bed to see how we could evolve from today to something that is sustainable in the future."

Check out Harry Metcalfe's 1978 Jaguar XJ 5.3 V12 Coupe

Jaguar may have built its business producing luxury sedans, but it also made some superb coupes over the years, from the XK120 through the E-Type, XJS and XJ220 to today's F-Type. The automaker has largely steered clear of turning its four-door models into two-doors, but there was a time when it did exactly that. And Harry Metcalfe, former editor of the British car magazine Evo, just happens to have one in his garage. Based on the Series II XJ sedan, the XJ Coupe was long and elegant – something along the lines of what you might see today in the form of the Mercedes S-Class Coupe, but smaller and built the better part of four decades ago. With only around 10,000 of them made, the pillar-less XJ-C was much rarer than the more iconic E-Type, and even fewer of them packed the 5.3-liter fuel-injected V12 engine. That makes the former Evo editor's ride a rather scarce one indeed, and well worth checking out in his latest video clip.

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).