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Watch the trailer for Jaguar's short film staring the F-Type and Damian Lewis

Jaguar continues to think well outside of the box when it comes to marketing it's new F-Type, now furthering plans for a short film which highlights the sexy roadster. Desire, featuring Damian Lewis (star of the hit series Homeland), Jordi Mollà (unforgettable in Bad Boys II) and Shannyn Sossamon (that girl you had a crush on for like a month in 2002 after you rented A Knight's Tale), Jaguar is clearly pulling out all the stops for this one. Well, nearly all the stops anyway ­- the "Ridley Scott Associates" billing isn't quite the same has having the man himself, if we're splitting hairs.
The short video below is still just a trailer for Desire - the full film will make its debut sometime in April, we're told. The sketched out plotlines tell us that Lewis' character Clark, "...delivers cars for a living, running into trouble after a chance encounter with a mysterious, young woman (Sossamon) in the middle of a lawless desert." The car looks good, at any rate.
Call us crazy, but the Desire trailer feels an awful lot like a spoof on the cool-but-overly-serious short films that BMW has done in this vein, already. Maybe we're just being cynical? Tell us what you think in comments after watching the clip.

2013 Jaguar XJ AWD

Even though this year's winter has gotten off to an abnormally slow start for most of North America, Jaguar has shown the world it means business by launching its all-new Instinctive All Wheel Drive system in Montreal, Canada. Designed primarily for consumers in the Northern US and Canada, Jaguar put us on the same snowy, slushy and icy roads that many of its buyers will have to deal with. Rather than making declawed versions of the XJ and XF, Jag says this system enhances the performance abilities of its sedans when desired while still making them as fun to drive as their rear-wheel-drive counterparts. We had a chance to test out both the XF AWD and XJ AWD, but we spent most of our time behind the wheel of the flagship XJ, driving it on the open roads as well as a few closed courses.
Considering the lengthy and convoluted history of the Jaguar brand - including a stint as a member of Ford's defunct Premier Automotive Group alongside Volvo and Aston Martin - it is rather surprising that the automaker is just now getting around to introducing an all-wheel-drive system intended for widespread use, but the new Instinctive AWD will finally allow the XF, XJ and other future products to better compete against the likes of Mercedes-Benz 4Matic, BMW xDrive and Audi Quattro. In the XJ, Jaguar expects the AWD models to account for around 40 percent of the product mix nationwide and a little bit more (50 percent) for the XF, but in the northern states, it expects around 80 percent of XF sales to be AWD variants.
Instinctive AWD is rear-biased and operates as full rear-wheel drive in good weather, but when the road conditions turn slick, the system can split engine power 50:50 between front and rear axles using a center transfer case.

Frankfurt Motor Show Notes: Why Jaguar decided to build an SUV

It was inevitable. Jaguar had to make an SUV, and that notion became reality this week with the debut of the F-Pace, an all-wheel-drive five-seater that will launch in the United States next spring. Some purists may cringe. But in an era when Porsche, Bentley, Lamborghini, Rolls-Royce, Aston Martin, and other traditional luxury brands are all building or (planning to build) SUVs, Jaguar had to evolve. While it seems like a leap for Jaguar to make an SUV, longtime design director Ian Callum said it's been in the works for years. "The first time I was asked the question was when I arrived 16 years ago," he said. So in 1999 (and probably well before that), Jaguar was already thinking SUV. What took so long? "It wasn't a priority," Callum said. Jaguar was concentrating on fixing its existing lineup, which was pockmarked with holes and poorly selling products, like the X-Type. Along the way, Jaguar and sister brand Land Rover were sold by Ford to Indian conglomerate Tata Motors. Flash forward several years, and Jaguar and Land Rover are both experiencing a resurgence in the United States and around the world. Jaguar's lineup is flush with the E-Type's modern successor, the F-Type, plus a new version of the XF. The XJ received a 2016 freshening, and the smaller XE sedan is on the way. Jaguar put its house in order as other factors conspired to make a crossover timely. Fuel prices stayed relatively low, and consumers in the US and China remained steadfast in their love for utility vehicles of all stripes. Making a Jaguar SUV became a priority. "The world was telling us in no uncertain terms this is what they wanted," Callum said. "Not to be in the sector would be a little naive for the sake of purity." Jaguar proved its intent two years ago when it revealed the C-X17 crossover concept at Frankfurt, and the final production model is close to the prototype's striking looks. "I thought we managed to maintain that spirit," Callum said. It's a true Jaguar, with cues from the F-Type, 1968 XJ, and other famous models. Who would have thought Jaguar would make an SUV? "I certainly didn't," Callum admitted. But the F-Pace is here. If Callum is okay with it, purists can be, too. Quick Hits Opel retrenches for 2016 and beyond Opel used the Frankfurt show to display its new generation of the Astra, a critical vehicle line for the German division of General Motors.