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Evil Brits star in Jaguar's first-ever Super Bowl commercial

Chrysler's Imported from Detroit commercial from Super Bowl XLV is one of the most powerful car commercials in recent memory, and Jaguar is taking a similar approach - albeit with a more villainous spin - for its first-ever Super Bowl spot titled Rendezvous. While Chrysler and Eminem focused on hometown cheerleading, Jaguar is using its $8 million (the going rate for a 60-second commercial in this year's game) to play up the Hollywood tradition of typecasting a Brit as the bad guy.
In the spot highlighting the all-new F-Type Coupe, Jaguar looked to director Tom Hooper (the man behind movies like The King's Speech and 2012's Les Misérables), who filmed on location in London with British bad guy actors Mark Strong, Ben Kingsley and Tom Hiddleston. As the commercial implies, Brits make perfect bad guys with their style, sound and power, which are all traits evident in the F-Type.
The commercial will air in the fourth quarter of this Sunday's game, but you can watch it now in the video posted below. Jaguar has also included a press release as well as a second behind-the-scenes video showing how the ad was made.

The 200-mph Jaguar F-Type SVR is coming to Geneva

Jaguar has good news for us: The new F-Type SVR will make its grand debut at March's Geneva Motor Show. Following up on leaked stats from last week, Jag confirms the hardtop F-Type SVR will be capable of hitting 200 miles per hour. The British brand doesn't go much further in confirming other details from last week's report, though. So even though the top end's extra 14 mph has to come from somewhere, we still can't be certain it'll be thanks to a reported 567 horsepower or 516 pound-feet of torque. Jag also won't yet confirm the reported claim of a 3.7-second sprint to 62 mph. What the company is saying, though, is that its first SVR-badged model will be "lighter, faster, and more powerful." JLR's Special Operations boss, John Edwards, calls the new SVR an "all-weather supercar." That lends credence to initial reports that the hottest F-Type will send its power to all four wheels. While the F-Type SVR will hit the Geneva stage on March 1, we won't be waiting that long for all the details – Jaguar will release a complete array of images and details on February 17. We'll have more then. 200MPH JAGUAR F-TYPE SVR TO MAKE GLOBAL DEBUT AT 2016 GENEVA MOTOR SHOW (MAHWAH, N.J.) – January 26, 2016 - The new 2017 Jaguar F-TYPE SVR will make its global debut at the 2016 Geneva Motor Show on March 1, 2016 and will go on sale in summer 2016. Capable of accelerating to 200mph, the new F-TYPE SVR is the first Jaguar to wear the SVR badge and is developed to exploit the two-seat aluminum sports car's full potential while retaining its day-to-day usability. Lighter, faster and more powerful, the new F-TYPE SVR takes performance, dynamics and driver involvement to a new level yet retains the comfort and duality of character inherent to all Jaguar cars. "The new F-TYPE SVR is the first series production Jaguar car to be developed by Special Vehicle Operations and benefits from everything we know about precision engineering, performance and design," said John Edwards, Managing Director, Jaguar Land Rover Special Operations. "The result is a 200mph, all-weather supercar that you can drive every day – we even made a Convertible version so that enthusiasts can revel in the sound from the new titanium exhaust system." The new F-TYPE SVR will join the 2017 Model Year F-TYPE Coupe and Convertible range comprising of the F-TYPE, F-TYPE Premium, F-TYPE S, F-TYPE British Design Edition and F-TYPE R.

Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.