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First Look: 2010 Jaguar XJ

Redesigning an icon.

by on Aug.14, 2009

No more playing it safe.  After 40 years, Jaguar is betting it's time for an all-new look for the 2010 XJ sedan.

No more playing it safe. After 40 years, the British maker is betting it's time for an all-new look for the 2010 Jaguar XJ sedan.

Sometimes you just have to start all over again.

That’s a lesson Jaguar learned after the launch of its “all-new” XJ sedan, for 2004.  The flagship saloon car boasted plenty of positive attributes, including a lightweight aluminum chassis, but visually, it looked almost identical to the model it replaced – and fell flat in the competitive premium luxury segment.

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Your automotive source!

The British marque isn’t making that mistake again, not with the upcoming launch of the 2010 Jaguar XJ, which you’re seeing here for the first time.  The new car is more than a flagship for Jaguar, it is an industry icon that could determine the success of a brand that has gone through some radical changes in recent years.

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First Look: 2010 Jaguar XJ

Breathing new life into an old brand.

by on Jul.09, 2009

With the launch of the completely redesigned 2010 XJ, Jaguar hopes to regain its reputation for styling leadership.

With the launch of the completely redesigned 2010 XJ, Jaguar hopes to regain its reputation for styling leadership.

At an exclusive dinner, this evening, a select group of VIPs will get their first look at one of the year’s most critical and eagerly-awaited luxury cars.  Didn’t get your invitation?  No problem.  Read on and you’ll find out everything you want to know about the all-new, 2010 Jaguar XJ – without having to suffer through the rubber chicken.

The flagship sedan is the most important launch since Jaguar – and its British sibling, Land Rover – were spun off by Ford Motor Co., last year, and sold to the ambitious Indian automaker, Tata.  So, the launch of the 2010 Jaguar XJ is arguably even more significant and essential than it would have been were the marque still under Ford’s stewardship.

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In fact, all but the final detail work was completed while Jag was still a Ford subsidiary, but at a point when the U.S. maker belatedly recognized it was time to let Jaguar be Jaguar.  And that meant no more cautious rehashing of past designs, but rather, a move towards the sort of cutting-edge styling upon which the British maker was originally founded.

Set to reach dealers this coming December, the 2010 Jaguar XJ aims to reverse the disappointing results of the sedan first shown in 2004.  Under the skin, the outgoing car was a high-tech wonder, with a lightweight aluminum body and frame – but exterior styling that was virtually impossible to distinguish as new.  Not so here.

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