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Jaguar Begins “Fundamental Transformation”

British maker hopes to drive demand with lower prices, more models, free maintenance.

by on Sep.03, 2015

Jaguar aims to navigate some tough challenges with new products like the XE, and redesigned models such as the 2016 XF shown here.

It can be difficult separating perceptions from reality. Just ask the folks from Jaguar, the British maker still battling an image of poor quality even though it routinely scores among the best in the auto industry.

That’s one of the key reasons, among several, why Jaguar officials believe they’ve struggled to grow at the same pace as their key competitors – or even as quickly as partner brand Land Rover. So, the British luxury carmaker is launching a major campaign that, says a senior official, is aimed at “fundamentally transforming the Jaguar brand.”

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The effort will aim to address quality concerns with, among other things, an extended warranty and a new free maintenance program. The maker will adjust pricing to make the brand more attainable. And it will bring to market an assortment of all-new and significantly updated products, including the new XE compact sedan and Jaguar’s first-ever crossover-utility vehicle, the F Pace.


New Jaguar XF Gets Larger, Lighter, Faster

Coupe-like sedan takes aim at major German luxury brands.

by on Mar.31, 2015

A Jaguar XF appears to float above the ground during its official NY unveiling on Tuesday in NY.

After offering a tease of the new XF during a daring tightrope drive across the Thames River in London, Jaguar has again taken the wraps off the new mid-lux sedan during a New York Auto Show preview – this time revealing some intriguing details.

The new “aluminum-intensive” model gets much larger inside, resolving long-running complaints about its previously cramped interior. At the same time, it gets lighter and, Jaguar promises, significantly faster.


“In creating the all-new XF, as a design team, we have been driven by discipline, the discipline of simplicity,” proclaimed Jaguar chief of design Ian Callum, adding that, “Every exterior line on the XF has a clear purpose – nothing is superfluous.”


Jaguar Rides a Tightrope with New 2016 XF

Complete redesign is lighter, roomier, more powerful.

by on Mar.24, 2015

A new Jaguar XF makes its high-wire debut in a drive 800 feet above the river in London.

As it rolls out a procession of new products aimed at rebuilding its position in the global luxury market, Jaguar has been riding a tightrope – quite literally, with the first showing of the newly redesigned 2016 Jaguar XF.

With movie stuntman Jim Dowdell behind the wheel, the new sedan rolled across a pair of wires strung nearly 800 feet above the Royal Dock in London’s Canary Wharf. The daring stunt came a week before the official debut of the new Jaguar XF at the New York International Auto Show.

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“Over my 35 years in the industry I’ve driven Jaguar vehicles on many Hollywood movie sets,” recalled Dowdell. “However, the biggest test for me on this stunt was the unpredictability of the elements. Potential oscillation in the high-wires from wind speeds meant it added a real challenge. The wires are only 34 mm (about 1.3 inches) in diameter so the journey required absolute precision, balance and control.”


Jaguar Offers First Look at Next-Gen XF

New sport sedan set for high-wire intro.

by on Mar.18, 2015

A birdseye view of the 2016 Jaguar XF.

After an eight-year run, Jaguar plans to replace its mid-range XF sport sedan later this year with an all-new model. And while we’ll have to wait until the New York Auto Show to get a full look at what’s coming, the British maker is offering a couple images designed to tease the imagination.

That said, Jaguar intends to build some excitement ahead of the official public launch. British stuntman Jim Dowdall, a veteran of numerous Bond, Bourne and Indiana Jones adventure flicks, will drive a new XF across two 1.3-inch wires suspended high above water in London next week.

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As with other recent additions and updates to its line-up, Jaguar confirms it will opt for an all-new, aluminum-intensive architecture for the new XF, a platform that will be shared with the upcoming Jaguar XE sedan.