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Jaguar Land Rover might buy another luxury brand that it doesn't need

It seems that Jaguar Land Rover may be getting bigger in the near future. According to Bloomberg, the company is looking at acquiring some tech companies, and possibly yet another luxury car brand, provided that it fits with the current lineup of cars. On the surface, this makes some sense since Bloomberg reports that a whopping 78 percent of Tata Motors' revenue comes from luxury brands. And of course, any kind of tech acquisition could be useful considering the rapid development of electric and autonomous vehicles. But dig a little deeper, and a possible luxury brand acquisition just doesn't make sense for Jaguar Land Rover. The main reason for this is that the Jaguar and Land Rover brands have the luxury market thoroughly covered. Both brands offer full luxury lines from entry-level to high-end ( Discovery Sport to Range Rover on the Land Rover side, and XE to XJ on the Jaguar side). They also cater to every kind of luxury, from sporty vehicles such as the F-Type and SVR Land Rovers, to cushy luxury machines such as the XJ and Range Rover. So whether the company is competing with BMW or Mercedes, Jaguar and Land Rover have the bases covered. There aren't any other typical luxury brands that would actually add anything to the current lineup. In fact, adding another conventional luxury brand could actually result in the new brand poaching existing Jaguar and Land Rover buyers, rather than picking up new ones. What would make more sense for Jaguar Land Rover would be to pick up either a more mainstream brand, or an ultra-luxury marque. Neither Jaguar nor Land Rover has something that competes directly with the likes of Ford or Toyota in the mainstream game, or Rolls-Royce or Bentley at the top of the luxury heap. Picking up a brand in one of these segments would allow JLR and Tata Motors to actually expand offerings and pick up more sales, rather than having an internal competitor. What path would be ideal? Probably going even farther upmarket. Supercar makers and ultra-luxury brands continue to sell well, and there's the potential for significant profit by layering on features and content to existing platforms. Perhaps the best possibility for a high-end complement to Jaguar Land Rover would be Aston Martin. Not only does it have a strong reputation and line-up, it also could handle both supercars and luxury sedans, thanks to its Lagonda sub brand. Of course it would require Aston Martin to be receptive to a purchase.

New Land Rover Defender aces Euro crash tests

While the 2020 Land Rover Defender has not yet been crash-test by U.S. safety agencies such as NHTSA or IIHS, we do now have results for Europe's NCAP crash tests and accident-avoidance tests, where the Defender earned the top rating of five stars. The Defender model used for NCAP testing was the 110 variant with right-hand drive. The NCAP regimen includes several different crash tests: an offset front crash test into a moveable barrier with both the vehicle and the barrier traveling at 50 km/hr (31 mph), a front crash test into a full-width fixed barrier at 50 km/hr (31 mph), a side-impact crash test with a barrier traveling at 60 km/hr (37 mph) hitting the driver's door, and a side-impact test where the car strikes a pole at 32 km/hr (20 mph). The Defender's scores for the adult occupant and for a child occupant were both 85%. Additionally, the agency looks at the severity of injuries of the vehicle striking a pedestrian, taking data for a pedestrian's head hitting the hood, and their upper and lower leg being hit by the front of the vehicle. There is also testing of the vehicle's automatic emergency braking system's ability to avoiding hitting a pedestrian and a cyclist under various scenarios. The efficacy of active-safety systems for avoiding collisions with other vehicles is also tested. The Defender's score for protecting pedestrians and cyclists was 71%. The driver assists scored 79%. Results for several European-market cars were released together with those for the Defender, the most noteworthy of which was for the Honda E. The electric city car fared less well than the big Land Rover, garnering a score of four stars overall. In the same battery of test, the Honda E scored 76% for adult occupant protection, 82% for a child occupant, 62% for protecting pedestrians and cyclists, and 65% for its driver assists. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Jaguar Land Rover proposes seats that scientifically massage your butt, for your health

Habitually sitting too long can degrade a person's health. Scientific research has proven that dormancy can increase the risk of obesity, diabetes, cardiovascular disease, deep-vein thrombosis, and metabolic syndrome, according to the Harvard Medical School. Although sitting can be avoided in many cases, such as using a standing desk at work, taking a seat is the only option when hopping in the car for a drive. Jaguar Land Rover (JLR) is hoping to address this negative aspect of cars with a new high-tech seat that the company says mimics the act of walking.  JLR calls the concept a shape-shifting, or morphable, seat system, and it is currently in a trial period with Jaguar Land Rover’s Body Interiors Research division. Using actuators built into the seat's foam, the seat will constantly be in motion with micro-adjustments that can be tuned to the needs of different people and body types. JLR believes it has created a system that recreates what is known as pelvic oscillation, a motion that can supposedly trick the brain into thinking the body is walking. In addition to helping to prevent internal health issues, JLR also notes that a sedentary lifestyle can degrade and shorten muscles in the legs, hips, and rear. If these muscles are worked on a regular basis, the chance and risk of injury and back issues could potentially be reduced. The new seats are just one of many car interior technologies JLR has explored. In the past, we've seen tech that tracks brainwaves and heart rates, creates augmented reality, helps prevent motion sickness, and helps stop the spread of germs. They've also taken the time to have an expert demonstrate the perfect seating position. Most of this stuff is experimental for now, but it's possible similar features could eventually trickle down to production cars, in time. See how the seat moves in the video below. Related Video: