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Jaguar F-Type meets America in first TV spots

With its new "Your Turn" global ad campaign, Jaguar has introduced its 2014 F-Type to the world of broadcast media. The effort takes aim at the monied 25-54 demographic, which makes sense of Jaguar recently shacking up with the 2013 Playboy Playmate of the Year Raquel Pomplun and San Francisco NFL quarterback Colin Kaepernick. You'll also be seeing the new roadster on ESPN's SportsCenter, late night ABC talk show Jimmy Kimmel Live, the USA Network show Covert Affairs, the Sundance Channel and theaters, magazines and everywhere digital. On top of all that, a social media campaign includes a contest called #MyTurnToJag that will reward four winners with a custom drive in the new convertible.
You'll find the first two spots below, along with a press release on the roaring red marketing onslaught headed your way.

Cat Scratch Fever: Jaguar's turnaround looks toward the US

It is ironic that a British car company, steeped in the European sports-car tradition and now owned by an Indian industrial conglomerate, will ambitiously be seeking to attract customers in the United States with, of all things, a truck. But there it is: Jaguar's beefy F-Pace crossover, the first SUV in the company's 80-year history, hit the ground last month at the Frankfurt motor show. The F-Pace – along with the new XE sedan designed to take on the BMW 3 Series and Audi A4 both in Europe and on these shores – is spearheading the brand's hoped-for turnaround on this side of the Pond. In the States, Jaguar is still a big player for Tata Motors of India, which bought Jaguar Land Rover from Ford for $2.3 billion after months of back-and-forth negotiations in 2008. It seemed like an incredibly brassy move at the time, when the economy worldwide was reeling and Britain's automotive industry was on its heels. And while the Jaguar brand name has a grand historical resonance, in the first nine months of 2015 it moved just over 11,000 cars in the US, down five percent for the same period the previous year. But if Porsche can capitalize on SUV sales, so can Jaguar. The tea leaves are promising come next spring, when both new premium luxury models arrive in the US. The F-Pace will have a starting price of about $43,000; the sedan range starts at a competitive $35,000. View 25 Photos Architecturally, both models are similar, with a modular aluminum chassis, and, for the F-Pace, a range of gasoline and diesel engines for Europe as well as rear- or all-wheel drive. For the American market, the model-year 2017 crossover will launch with a 380-horsepower gasoline V6 mated to an eight-speed transmission and all-wheel drive. Later in 2016, a 180-hp four-cylinder Ingenium diesel is expected to be added to the lineup. Both models are currently built in the UK, although if demand increases, Jaguar is likely to shift some production to Brazil, China, or Eastern Europe. I wanted a Jaguar that was designed as a crossover, not the other way round. For Jaguar design director Ian Callum, who showed up at the SUV's formal debut in Frankfurt, skepticism – did we mention that Jaguar was a sports-car company? – turned to enthusiasm as his team worked to develop some "drama" in the SUV's shape. "I wanted a Jaguar that was designed as a crossover, not the other way round," he said.

Autoblog Podcast #396

Episode #396 of the Autoblog Podcast is here, and this week, Dan Roth, Steven Ewing, and Chris Paukert talk about the 2016 Mazda MX-5 Miata, the 2016 Jaguar XE, and the 2015 Lexus RC. We start with what's in the garage and finish up with some of your questions, and for those of you who hung with us live on our UStream channel, thanks for taking the time. Check out the rundown below with times for topics, and you can follow along down below with our Q&A. Thanks for listening!
Autoblog Podcast #396:
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