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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.

Jaguar Land Rover partners with Nvidia for vehicle electronics and software

DETROIT — Luxury automaker Jaguar Land Rover and Silicon Valley artificial intelligence company Nvidia said Wednesday they will collaborate to develop the computer brains and nervous systems for Jaguars and Land Rovers launching in 2025 and beyond. The companies did not disclose financial terms of their multiyear agreement. The collaboration is a high-profile win for Nvidia Corp's effort to expand its reach in the auto industry, building on its base in gaming, artificial intelligence and high-powered chips and software used in servers. For Jaguar Land Rover Automotive, the partnership with Nvidia gives it a well-funded ally as it tries to catch up with Tesla and other luxury vehicle rivals in a digital technology arms race. "We can now accelerate our in-vehicle software," Francois Dossa, JLR's executive director for strategy, said during a conference call. Working with Nvidia engineers, Jaguar Land Rover plans to develop vehicles that can drive themselves under certain conditions, park autonomously and provide more information and software-powered features to drivers, the companies said. The new Jaguars will be upgradable — as Tesla vehicles are today. The automaker said it will use Nvidia technology to power simulations used to train autonomous vehicles. Jaguar Land Rover has a previous deal with Alphabet Inc's Waymo unit to deploy autonomous driving technology. Dossa said the Waymo collaboration was limited to the Jaguar I-PACE electric SUV. The Nvidia alliance covers all Jaguar and Land Rover models to be launched from 2025. Nvidia technology will act as the brains and the nervous system of Jaguar Land Rover vehicles starting in 2025, said Nvidia's vice president of automotive, Danny Shapiro. Nvidia last month announced deals with several Chinese electric vehicle brands. The company has said it has $8 billion in automotive business booked over the next six years. Shapiro said the company will update the figure during an investor day scheduled for March 22. Jaguar Land Rover, a subsidiary of India's Tata Motors Ltd has been struggling with rising costs and semiconductor shortages. Jaguar Land Rover reported a narrow pretax profit for the quarter ended Dec. 31, but Tata Motors reported a larger quarterly loss than expected. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Jaguar Land Rover Technology Autonomous Vehicles nvidia

2017 Jaguar XE First Drive

For the first time in decades, the prize for the best-driving compact luxury sport sedan is very much up for grabs. BMW's 3 Series, the segment's longstanding archetype, has grown a bit soft, distant and pricy. Its Japanese rival from Infiniti, the Q50, lost the plot thanks to its video game steering and dated powerplant. The Audi A4 is due for replacement and the fantastic Mercedes-Benz C-Class skews luxury over sport. The Cadillac ATS? With an excellent chassis hobbled by middling powertrains and the devil's own infotainment system, it isn't selling. Unlikely as it sounds, the Lexus IS is probably the segment's best driver, but you've got to learn to love those turn-to-stone looks. So, where's a segment malcontent to look? Provided he or she is patient enough to wait for this car's spring 2016 arrival, allow us to recommend the 2017 Jaguar XE. Let's be honest. Jaguar really needed to come out with guns blazing. The last time the British brand battled in the compact premium sport sedan segment, its much-maligned X-Type slinked into the underbrush, tail between its legs after just a single generation. While the X was in some ways a better car than history will begrudge it, there's no getting around that Jaguar brought a front-wheel-drive-based knife to a rear-wheel-drive gun fight. This new XE will need to be a very different kitty, and it is. Internally known as X760, Jag's latest rides atop an all-new aluminum-intensive modular architecture wearing a handsome mosaic of aluminum and steel body panels. While the XE's design has struck us as very familiar since it first bowed in September, it's an attractive shape. Its longish, 111.6-inch wheelbase and wheels-at-the-corner stance gives the design a planted look emphasized by its wide rectangular grille and prominent lower air intakes. Jaguar claims a super-slick .26 coefficient of drag, but that's the skinny-tired overseas base model that we'll never see – ours will likely ring up a few hundredths higher. The aluminum body-in-white is itself an impressive piece of work, weighing just over 550 pounds. Vehicle engineering manager Jonathan Darlington says it's 20-percent stiffer torsionally than the XF, and "the lightest in the sector by far." What's more, the chassis incorporates liberal amounts of recycled aluminum (a claimed world first) and increased use of structural adhesives.