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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.

Land Rover knows where you're going and how you want to get there

Land Rover makes some of the most capable SUVs on or off the road, and some of the most luxurious too. But the British automaker isn't about to rest on those laurels - not when every other automaker assaults its territory with sport-utes of their own. That's why Land Rover has been working so hard on nifty new technologies from a depth-sounder in the door mirror of the Range Rover Sport an augmented-reality head-up display that makes the whole front of the car virtually disappear.
JLR's newest tech may not be ground-breaking, but its integration promises to make driving around town that much easier. The system syncs with the driver's smartphone and uses all manner of parameters - including driver habits, weather and location as well as the presence of other passengers - to make the commute go as smoothly as possible. Get into the car and it'll set the seat and mirrors for you. No big deal, because lots of cars do that. But it'll also set up the nav system to take you to work and the sound system to play your favorite music. Okay, getting more interesting.
Get in with your kids and it'll know not only that you've got to drop them off at school first (or remind you to pack their gym bag if they've got soccer practice after school that day) but that they might not enjoy that Chumbawamba album you've been listening to since college and it'll play something it knows you'll all enjoy based on your listening history. Then it'll switch back to Tubthumping once the kids are out, remind you of your morning meeting and alert those you're scheduled to meet with if you get stuck in traffic while finding you a better route to get there, monitoring fuel levels all the while and telling you if you'll need to tank up before you reach your destination. It knows if you like calling your mother on the drive to work and will lower the air suspension to make it easier to hop out once you get there.

Jaguar producing short film starring Damian Lewis from Homeland [w/video]

Jaguar is working up a short film to coincide with the US debut of the company's new F-Type. Desire will feature actor Damian Lewis in the lead role opposite Jordi Molla as the main villain in the story. The whole of the action will take place against the picturesque backdrop of the Chilean desert with filming starting early next month. According to Jaguar, the story will follow Lewis as he plays Clark, a man who delivers cars for living. Things get exciting when he crosses paths with a young woman played by Shannyn Sossamon.
With music by Lana Del Rey and some serious production value, Desire sounds keen to take its place among great automotive advertising short films like the BMW Driver series. Jaguar has released a quick teaser, which you can check out by heading over to the F-Type site. You may also take a peek at the full press release below for more information. Expect to see the film debut early next year.