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Jaguar Land Rover might buy another luxury brand that it doesn't need

It seems that Jaguar Land Rover may be getting bigger in the near future. According to Bloomberg, the company is looking at acquiring some tech companies, and possibly yet another luxury car brand, provided that it fits with the current lineup of cars. On the surface, this makes some sense since Bloomberg reports that a whopping 78 percent of Tata Motors' revenue comes from luxury brands. And of course, any kind of tech acquisition could be useful considering the rapid development of electric and autonomous vehicles. But dig a little deeper, and a possible luxury brand acquisition just doesn't make sense for Jaguar Land Rover. The main reason for this is that the Jaguar and Land Rover brands have the luxury market thoroughly covered. Both brands offer full luxury lines from entry-level to high-end ( Discovery Sport to Range Rover on the Land Rover side, and XE to XJ on the Jaguar side). They also cater to every kind of luxury, from sporty vehicles such as the F-Type and SVR Land Rovers, to cushy luxury machines such as the XJ and Range Rover. So whether the company is competing with BMW or Mercedes, Jaguar and Land Rover have the bases covered. There aren't any other typical luxury brands that would actually add anything to the current lineup. In fact, adding another conventional luxury brand could actually result in the new brand poaching existing Jaguar and Land Rover buyers, rather than picking up new ones. What would make more sense for Jaguar Land Rover would be to pick up either a more mainstream brand, or an ultra-luxury marque. Neither Jaguar nor Land Rover has something that competes directly with the likes of Ford or Toyota in the mainstream game, or Rolls-Royce or Bentley at the top of the luxury heap. Picking up a brand in one of these segments would allow JLR and Tata Motors to actually expand offerings and pick up more sales, rather than having an internal competitor. What path would be ideal? Probably going even farther upmarket. Supercar makers and ultra-luxury brands continue to sell well, and there's the potential for significant profit by layering on features and content to existing platforms. Perhaps the best possibility for a high-end complement to Jaguar Land Rover would be Aston Martin. Not only does it have a strong reputation and line-up, it also could handle both supercars and luxury sedans, thanks to its Lagonda sub brand. Of course it would require Aston Martin to be receptive to a purchase.

Could Jaguar become an EV-only brand?

Just yesterday we wrote about the Heisenbergian uncertainty surrounding the future of the Jaguar F-Type. A new report in Autocar prompts us to consider extending that ambiguity to the entire Jaguar brand. The UK magazine reports the automaker's product planners have devised a ten-year plan to switch to a pure EV lineup of cars and crossovers. According to Autocar's sources this is a planning exercise and doesn't have the green light, but it's "fairly advanced" and has adherents inside the company. The first shot fired would be an all-electric XJ replacement. That sedan, a "no-holds-barred luxury car" to challenge the Tesla Model S and Porsche Taycan, would provide emissions-free motoring before the Mercedes-Benz S-Class and BMW 7 Series come with their EV propositions. Around 2023, an EV crossover a touch larger than the full-sized Audi E-tron would replace both the XF and XE sedans. Two years later, a new mid-sized I-Pace would debut as both the F-Pace and E-Pace fade out. And two years after that, around 2027, the J-Pace luxury crossover would sigh its last ICE gasp. And what about the F-Type? The report says "with no replacement for F-Type in the works," an electric sports car "is also a possibility." There's no mention of the XK revival. Right now, Jaguar sells seven models - four sedans and three crossovers. As the Autocar article's written, come 2027 Jaguar would have an electric XJ sedan, a full-sized EV crossover, the I-Pace, and perhaps an electric sports car. That's a brave new world - one we're not sure Jaguar dealers could survive in. Problem is that Jaguar and its dealers are having plenty of problems now. Chinese-market volatility, the cloud around diesels, and Brexit uncertainty have contributed to a sales slump so dire that Jaguar's Castle Bromwich plant is going to a three-day week for the rest of the year. The sales flu has spread to Land Rover, too, the brand's Solihull plant closing for two weeks to realign dealer inventory. Considering all that, and with no easy relief in sight, the product planners are apparently debating whether a new, traditional three-model sedan range is worth the investment. The upside of going all-electric is said to be higher sales, with internal estimates supposing 300,000 units annually. Last year Jaguar sold 178,500 units. The marque could rake in larger profit margins on those sales, too, thanks to premium buyers being ready to shell out big ducats for EVs.

2022 Jaguar I-Pace gets quicker charging and better in-car tech

Jaguar's electric I-Pace crossover is entering the 2022 model year with small but meaningful technology updates under the sheet metal. It takes less time to charge, and it offers passengers a more intuitive infotainment system. Spotting the visual changes made to the I-Pace requires an impressively well-trained eye. Designers added Atlas Gray accents on the grille, and a Bright Pack joins an updated Black Pack on the list of options, but Jaguar's first EV looks largely the same. Aruba, Caldera Red, Portofino Blue, and Eiger Gray appear on the palette of available colors. It's what's inside that counts for 2022. The I-Pace gains a cabin air ionization system with 2.5PM filtration and a new infotainment system called Pivo Pro already announced for the European-spec model. Shared with the Land Rover Defender among other models in the corporate portfolio, it lets users access up to 90% of common tasks from the home screen in two taps or less, according to the manufacturer. One of the new features packed into the software is an EV-specific navigation system that shows available charging stations along the selected route and provides an estimate of how long drivers will have to wait before their car charges. Motorists can choose the charging stations they want to stop at, regardless of waiting times and charging speeds, or they can let Pivi Pro select the ones it thinks will get them to their destination with the least downtime.  Speaking of charging, the now-standard 11-kilowatt onboard charger zaps the I-Pace's lithium-ion battery pack with up to 63 miles of driving range in 15 minutes when it's connected to a 100-kilowatt DC charger. The crossover's maximum driving range remains pegged at 234 miles, according to the Environmental Protection Agency. Jaguar is not making major mechanical changes to the I-Pace for 2022, and the high-performance variant we wrote about in 2019 hasn't landed yet, so the crossover carries on with a pair of electric motors (one per axle) that jointly develop 394 horsepower and 512 pound-feet of torque. Jaguar quotes a brisk 4.5-second sprint from zero to 60 mph thanks in part to the through-the-road all-wheel-drive system.  Pricing for the 2022 Jaguar I-Pace starts at $69,900 before destination and incentives enter the equation. Interestingly, it's now only available in a single trim level called HSE; the S and SE models have been dropped from the lineup.