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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.

Is the Jaguar XFR-S really worth $17k more than the XFR? [w/poll]

Adding performance to a car is rarely cheap - whether you're looking to do it yourself or rely on the factory to do it for you. In the case of the new Jaguar XFR-S, the cost differential over an already-impressive (and somewhat expensive) XFR is a stout $16,800. Auto Express recently got a hold of both cars to see whether that price pays off on the track.
For that price, Jaguar gives the XFR-S an extra 40 horsepower and 41 pound-feet of torque - for a total of 550 hp and 502 lb-ft - to go with a stiffer suspension, beefed-up differential and, of course, meaner styling. We don't want to ruin the results of the AE video, but right off the bat, the host says that you can feel the extra power of the XFR-S, but that it's not a "night-and-day difference."
Scroll down to see what happens when two high-powered Jags go head-to-head on a track. And then be sure to let us know whether or not you think the added money is worth it for the XFR-S in the completely informal poll below.

2015 Jaguar F-Type R Coupe [w/video]

This is it. This is the nasty cat we've been hankering for most. Whereas the Jaguar F-Type convertible remains the company's purest expression of lifestyle fun and expendable income, it's this coupe version that originally stole our eyeballs and never gave them back when it debuted as the C-X16 Concept way back at the 2011 Frankfurt Motor Show. And now we've had an early turn at driving the most potent variant, the Jaguar F-Type R Coupe.
This F-Type Coupe design is so utterly visually stunning that, even if something dynamically or functionally was not really to our liking, we would still want to have the wherewithal to buy one and garage it, if only to stare at it - not unlike our reaction to the 2007-2009 Alfa Romeo 8C Competizione coupe, then. Whether such beauty needs to be in the form of this $99,000 mondo 542-horsepower R version or the more attainable six-cylinder trim is an open question.
In case you need reminding, that's 542 horses maxing out at 6,500 rpm, along with 502 pound-feet of torque on tap between 2,500 and 5,500 revs. There is no indicator yet as to whether Jaguar will eventually come out with an R version beyond the 488-hp V8 S for the convertible, either, so this may well be our only shot at such hair-brained antics in this small Jag. Small and not quite light, we should add - despite its all-aluminum goodness - the F Coupe rings in at 3,638 pounds. That sort of heft is one thing on the street, but it's quite another on a twisty roadcourse, and we aimed to figure out if the coupe's 80-percent greater stiffness versus the open F-Type (along with its higher attendant spring rates) were enough to make a big difference.

Motor Trend pits Aston V12 Vantage S against Jaguar XKR-S GT in battle of the Brits

With the recent increase in higher-performance versions of already high-performance vehicles, like Mercedes-Benz and its AMG Black Series, the public is now gaining even greater access to speed and maneuverability. Two of the most recent sports cars to get their wicks turned up include the Jaguar XKR-S GT and the Aston Martin V12 Vantage S.
Both of these cars are the pinnacles of their lines, with the Jag lording over the XKR-S, XKR and XK while the Aston rules over the standard V8 Vantage S and V8 Vantage. Motor Trend has opted to pit the two rivals together for some thorough testing, and it just happened to bring along a few video cameras to capture all the action.
There's nearly 19 minutes of super hot sports car action below, so scroll down and enjoy.

Jaguar appoints Joe Eberhardt as North American President

Jaguar Land Rover North America has appointed a new president, Joachim Eberhardt. The German exec, 50, had previously done stints at Chrysler Group, DaimlerChrysler UK, Mercedes-Benz USA and Daimler-Benz.
Eberhardt joins JLR NA in a good, but challenging time for the company. It's fresh off the launch of the Range Rover Sport and Jaguar F-Type, which have been subject to rave reviews, and its overall sales are up 21 percent over 2012. Still, as Automotive News points out, the two manufacturers face a fight to become the equal of A-list competitors like BMW and Mercedes in the eyes of consumers.
"Joe brings a proven industry track record and valuable global leadership experience in luxury sales, service and marketing. We look forward to Joe leading our North American team in working with our retail networks to further grow the business and better serve our customers," JLR's group sales operations director, Andy Goss, said.

Stunning Jaguar E-Type Lightweight tribute featured by Petrolicious

This is a Series 1 Jaguar E-Type Coupe. Enzo Ferrari, Il Commendatore himself, called it "the most beautiful car ever made." It can count among its owners Steve McQueen, Brigitte Bardot and a number of other celebrities from the 1960s. It remains one of the prettiest and coolest cars ever.
While we don't normally prescribe to modifying classics like the E-Type, cars that are used for vintage racing, like this particular example, are certainly the exception. It's owned by Jason Len and is the subject of the latest video from the team at Petrolicious.
Len's 1964 E-Type has been fashioned to look like one of the rare Lightweight E-Types from 1963 and 1964. The aluminum-bodied E-Types, of which only a dozen were built, were all intended exclusively for racing, much like Len's heavily modified example. While it retains the 3.8-liter straight-six, its engine, transmission, suspension, brakes and body have been extensively tweaked and fettled to allow this classic Jag to compete with a field of V8s.

Jaguar takes bite out of Mercedes' Magic Body Control chicken ad

We were quite impressed by Mercedes-Benz when it aired its Magic Body Control commercial, starring a group suitably funky chickens demonstrating their ability to jive to Diana Ross and the Supremes. Now, Jaguar has taken the opportunity to poke some fun at its German rival, releasing its own take on the Magic Body Control spot, and um, there's a big cat involved.
You'll really want to take a look at this video, which is just another sign that in terms of clever ads, Jaguar is doing quite well. We aren't sure if "Jaguar vs. Chicken" will make it onto TV any time soon, but it's still fun to see the British brand take the mickey out of Mercedes - it's rare to see automakers go after each other so bluntly in their marketing efforts. Scroll down to watch the video (we've also included a bonus video, Jag's recent "Cat In A Box" spot).

Jaguar to reveal small sedan at Paris show

Small sedans are big business for luxury automakers. The C-Class is the top seller for Mercedes-Benz, much as the 3 Series is for BMW, but Jaguar has historically missed out on that market. Its last attempt, the X-Type, proved woefully inadequate, and Jaguar hasn't attempted to take on that market again since. But that's all about to change.
Coventry has been working on a new small Jaguar for some time now (using test mules like the one above wearing modified XF body panels), and according to the latest reports coming in from the UK, it will showcase the result of those efforts at the Paris Motor Show next October. The show car will take the form of a pre-production concept that is expected to preview the production version very closely before the final item is unveiled at the 2015 Geneva Motor Show.
Tipped to be called XS (somewhat appropriately for the brand's smallest model), the new sedan is expected to be the first to use the company's new aluminum platform previewed by the C-X17. Expect styling to follow along similar lines to said crossover concept and the F-Type sportscar, with eventual sedan, wagon and coupe versions to round out the family.

Say goodbye to Jaguar's vestigial oval grille

Jaguar has been on a campaign to replace any and all retro cues with modern ones. Just look at the current XJ and the one it replaced, or the XF and the S-Type that came before it and you'll know what we mean. The one remnant is the XK and its oval grille, in and of itself a throwback to Jags of old (which started to look more like a certain Star Wars alien in above-pictured XKR-S form). But don't expect it to hang around.
Newer Jaguars have been ditching the oval aperture for a more squared-off one, and the next XK will have to fall in line. But don't expect that to be the only change in store for the next-generation Jaguar coupe and convertible.
With the new F-Type now holding the more enthusiast-oriented ground, the next XK is expected to grow bigger, softer and more luxurious. That will likely mean a more commodious back seat as well, though that shouldn't be hard to do considering the lack of space in the back of the current model...

Ecurie Ecosse collection brings in millions

It's rare to see an entire racing team's collection go up for auction at once, but that's just what happened this past weekend at Bonhams' new headquarters in London, where there Ecurrie Ecosse collection brought in top dollar (or pound, anyway).
The collection, whose consignment we first reported on back in September, included a smattering of Jaguars, other classic racers and an iconic transporter truck, all decked out in the same blue and white livery of the Scottish flag. After reportedly feverish bidding on Sunday, the 1952 Jaguar C-Type sold for £2,900,000 ($4.75m), the '56 short-nose D-Type for another £2,600,000 ($4.26m), and the transporter for a shocking £1,800,000 (nearly $3 million) - all to the same unnamed American collector. A 1952 Jaguar XK120 roadster went to another buyer for a record £707,000 ($1.16m).
With Ringo Star's Facel Vega selling for £337,500 ($550k) and Michael Schumacher's Benetton B194 fetching another £617,500 (just over a million), the auction total skyrocketed to £16,861,630 ($2.75m), which Bonhams described as "a roaring success". Scope out the press release below for more info.