From real-world efficiency to Autobahn-storming performance, Jaguar's 2015 model year XF range caters to every sensibility, without compromising on the luxury, refinement and versatility expected of a Jaguar

The XF R-Sport is available in Saloon and Sportbrake variants

The XFR-S Sportbrake is the first high-performance R-S branded sports estate car

to be produced by Jaguar, with 550PS on tap and 1675 litres of rear load space

The XFR-S Sportbrake's 5.0-litre supercharged V8 delivers 550PS and 680Nm of torque, while the XF R-Sport is available with Jaguar's new four-cylinder, 2.2-litre diesel 163PS engine, making the R-Sport capable of achieving 57.7mpg

with a CO2 figure of just 129g/km

The new Jaguar XF R-Sport is the first Jaguar to adopt the company's new R-Sport branding

"The 2015 XF model range has an incredibly wide breadth of capability. From a blistering 0-60mph time of only 4.6 (4.4 for the XFR-S Saloon) seconds to emissions figures of just 129g/km from the XF R-Sport 2.2 Diesel - with 1675 litres of loadspace for all Sportbrake models - there's a Jaguar XF to suit every taste."

Ian Hoban, Vehicle Line Director, Jaguar

JAGUAR'S 550PS XFR-S SPORTBRAKE: POTENT PERFORMANCE MEETS EVERYDAY PRACTICALITY

At-a-glance…

The XFR-S Sportbrake is the first high-performance sports estate car to be produced by Jaguar

The XFR-S Sportbrake builds on the already acclaimed XFR-S saloon - boasting the same power figures and levels of agility - with increased versatility and practicality

Its 5.0-litre supercharged V8 delivers 550PS of power and 680Nm of torque with the added benefit of 1675 litres of rear load space when the rear seats are folded flat

The XFR-S Sportbrake will sprint from zero to 60mph in 4.6 seconds (0-100km/h in 4.8 seconds) and on to an electronically limited top speed of 186mph (300km/h)

An eight-speed transmission with 'Quickshift' functionality enables optimal acceleration throughout the speed and rev ranges

The XFR-S Saloon's chassis has been specifically retuned for the XFR-S Sportbrake

Active electronic differential and Dynamic Stability Control systems from the XFR-S Saloon enhance the XFR-S Sportbrake's handling characteristics

Aerodynamic changes reduce lift compared to the standard Sportbrake and give the

XFR-S Sportbrake an assertive appearance

20-inch 'Varuna' forged alloy wheels - the same as those fitted to the XFR-S Saloon - are shod with bespoke tyres to maximise grip

Exclusive interior materials include carbon leather and contrasting highlight micro-piping and stitching

"Combining real-world versatility with electrifying performance, the XFR-S Sportbrake brings Jaguar's sporting character to life in a truly engaging car that will satisfy the most demanding of drivers while fitting into the most active of lifestyles."

Dean Murden, Vehicle Programme Director, Jaguar

Summary

The third model in Jaguar's ultra-high performance R-S range, the XFR-S Sportbrake joins its XFR-S saloon sibling in the exclusive 300km/h club and is a vivid expression of Jaguar's longstanding and legendary sports saloon lineage. The XFR-S Sportbrake incorporates engineering features from both the XKR-S and the all-new F-TYPE two-seater sports car to create the most driver-focused, agile and responsive iteration of Jaguar's award-winning XF model range.

The XFR-S Sportbrake's R-S powertrain, chassis and body enhancements enable the car to push the performance boundaries.

Electrifying performance is provided by the 5.0-litre supercharged V8 petrol engine, which now boasts 550PS and 680Nm - up 40PS and 55Nm respectively over its XFR installation. The increases have been achieved through revisions to the engine management system and optimisation of the flow of air both into and out of the engine.

Fitted with an eight-speed transmission incorporating Jaguar's 'Quickshift' technology (developed for the F-TYPE), the increase in engine output allows the XFR-S Sportbrake to accelerate to 60mph in 4.6 seconds (0-100km/h in 4.8 seconds) and on to an electronically limited top speed of 186mph (300km/h).

In order to manage the extra rear mass of the XFR-S Sportbrake while retaining the sharp turn-in and response of the XFR-S Saloon, the Sportbrake's rear suspension has been modified with revisions to both rear spring rates and the adaptive damper tune. These revisions work together to increase the feeling of connectivity with the road surface, allowing for confidence-inspiring handling and a supple, controlled ride. Recalibrated active electronic differential and Dynamic Stability Control settings have been tuned to work with the XFR-S Sportbrake's modified rear suspension to allow the enthusiastic driver to make the most of

the car's huge potential.

Design

Reflecting the changes under the skin, the appearance of the XFR-S Sportbrake has been subtly modified in order to allow the car to achieve its full potential. As with the standard Jaguar Sportbrake, the combination of a flowing rear window graphic, rising waist and estate roofline lends the XFR-S Sportbrake a dynamic, broad-shouldered stance, while the extended roofline affords rear-seat passengers an additional 48mm of headroom and the seats offer both a 60:40 split fold function and integral ski hatch. Remote-fold levers inside the load-space opening allow the seats to be stowed flat quickly and easily, creating a cargo volume of up to 1675 litres. Rear lift has been reduced through the fitment of a spoiler mounted on the top of the rear hatch to manage the airflow off the top rear surface of the car.

The new, deeper front bumper incorporates larger lower central and side air intakes - the former framed in carbon fibre - in order to provide adequate airflow into the engine bay. A front splitter at the lower edge of the bumper provides the first of a number of aerodynamic changes designed to smooth the passage of the car through the air at very high speeds. The extended side sills and aeroblade mouldings behind the front wheels serve to create a sharp break-off point between the lower bodywork and the road surface in order to keep the airflow attached to the car's sides for as long as possible.

The same thinking dictated the deeper side mouldings behind the rear wheels. This extended rear bumper also incorporates a central, carbon fibre diffuser, deeper than the item found on the XFR and which travels further under the rear of the car to reduce lift.

The wider, six-spoke, 20-inch lightweight Varuna forged alloy wheels provide the XFR-S Sportbrake with a purposeful, broad-shouldered stance and come as standard with a dual finish. A ceramic polish is applied to the outer surfaces, its eye-catching appearance contrasting with inner gloss black areas. As an option the wheels can be supplied in either full gloss black or technical grey finishes.

The assertive appearance of the XFR-S Sportbrake is further enhanced through the use of gloss black trim in place of chrome around the grille, within the side vent, around the front and rear screens, windows and across the bootlid. The mesh in the front grilles is also a purposeful gloss black.

XFR-S Sportbrake customers can choose from an exterior palette comprising five colours: Ultra Blue, Ultimate Black, Stratus Grey, Polaris White and Italian Racing Red.

This colour palette is complemented inside the XFR-S Sportbrake with Warm Charcoal leather trim on the seats and doors enhanced through the use of carbon effect leather. Exclusive to R-S cars, this is used on the seat bolsters and arm rests and reflects the use of exotic carbon fibre on the aerodynamic elements of the car. The seats themselves are embossed with the R-S logo and can be finished with a choice of contrast colour micro-piping and stitching in either red, blue or ivory. The same subtle enhancement runs across the top of the dashboard, the fascia of which is finished in a Dark Aluminium unique to the R-S, complete with badging.

Performance

The XFR-S Sportbrake features Jaguar's acclaimed 5.0-litre supercharged V8 petrol engine in its most potent form matched to an eight-speed transmission with Quickshift functionality. This all-new combination provides a visceral blend of vivid acceleration, driver involvement and control plus entry to the exclusive 300km/h (186mph) club of ultra-high performance cars.

The all-aluminium quad-cam engine delivers not only extreme performance but also tremendous efficiency thanks to the technologies incorporated into it, including spray-guided direct injection (SGDI) and dual independent variable cam timing (DIVCT).

The high-pressure die-cast lightweight aluminium block is stiffened with cast iron liners and cross-bolted main bearing caps, providing refinement to match its power. The four-valve cylinder heads are constructed from recycled aluminium, between them sitting the Roots-type twin vortex supercharger fed by two intercoolers. These feature their own water-cooling circuit to reduce the temperature of the pressurised air to optimise power and efficiency.

In order to help liberate the additional 40PS and 55Nm of torque over the standard XFR, larger front air intakes in the lower bumper of the XFR-S allow greater volumes of air to be fed into the engine. The intake system also features a symposer that channels more of the induction noise into the cabin, adding to the aural excitement of the XFR-S Sportbrake.

The result is a 0-60mph time of 4.6 seconds (0-100km/h in 4.8 seconds) and an electronically-limited top speed of 186mph (300km/h).

The exhaust system has been optimised in order to channel the waste gases away from the engine with the greatest efficiency. The central silencer has been replaced with an X-piece and near straight-through rear pipes combining to provide an enhanced exhaust note with the added benefit of a motorsport-style crackle on the overrun.

Maximising the benefit of the engine recalibration is the eight-speed automatic transmission with Quickshift technology. Developed for the F-TYPE sports car, Quickshift ideally suits the XFR-S Sportbrake's focused and involving remit. When the enthusiastic driver changes up a gear manually by using the steering wheel-mounted paddles, the Quickshift technology ensures the quickest, crispest shifts via rapid and precisely timed engine torque intervention.

When downshifting (either manually or when in Sport mode) the engine management system automatically blips the throttle to ensure the XFR-S Sportbrake remains balanced and composed, particularly important on entry to a corner. This function also allows the transmission to perform multiple and very rapid downshifts during hard braking. When operating in automatic mode, the transmission can detect the manner in which the car is being driven by monitoring acceleration and braking, cornering forces, throttle and brake pedal activity, road load and kickdown request. On detecting a more enthusiastic driving style, the transmission will automatically make the gearshifts more aggressive and move the shift-up point higher in the rev range.

Corner Recognition senses when the car is negotiating a bend, the transmission holding the correct gear for the exit. The transmission will also recognise when the car is performing a series of overtaking manoeuvres requiring rapid changes in throttle position and, rather than change up, remain in a lower gear ready for the next demand for acceleration.

Dynamics

The dynamic characteristics of the XFR-S Sportbrake were informed by the engineering development of both the XKR-S and the F-TYPE, the result being an incredibly agile, responsive and involving car. For the XFR-S Saloon both front and rear suspension systems were uprated and carefully tuned over tens of thousands of miles at Jaguar's testing centre at the legendary Nürburgring, the high-speed bowl at Nardo in Italy and the engineers' favourite roads around the Gaydon Research and Development centre and in north Wales.

The main challenge in the development of the XFR-S Sportbrake was to manage the extra rear mass of the car while retaining the sharp turn-in and response of its saloon cousin. In order to achieve this, Jaguar engineers tuned the XFR-S Sportbrake's rear active suspension to cope with the extra weight of the car's increased rear mass, with the dampers and springs adjusted to match the mass distribution of the car. The anti-roll bars have been changed and the rear axle has been modified, while the rear brakes have been tuned to work in conjunction with the car's ABS system.

Overall lateral suspension stiffness has been increased by 30 per cent front and rear, with front and rear spring rates increased by the same amount.

As on the XFR-S Saloon, the front suspension knuckles have been revised in line with those found on the XKR-S to achieve the increased camber and castor stiffness which, along with new wheel bearings, optimise steering and handling precision. The steering system has additionally benefited from the fitment of the valving developed for the F-TYPE.

The rear subframe has enabled revisions to suspension geometry which, allied to stiffer bushes - new rear knuckles and working in tandem with the stiffer springs - increase stability and response over standard XF Sportbrake models.

In order to achieve the maximum benefit from the suspension revisions, the XFR-S Sportbrake has lightweight, forged 20-inch 'Varuna' alloy wheels. These are half an inch wider at the front and an inch wider at the rear in comparison to the wheels found on the XFR but their construction means there is no weight penalty to be paid.

The tyres, developed in conjunction with Pirelli exclusively for the XFR-S Sportbrake, are 10mm wider all round, being 265/35 and 295/30 front/rear. The difference between the wheel rim and tyre width increases has the effect of pre-loading the sidewall to improve handling and steering response without adversely affecting refinement.

Working in harmony with the uprated suspension, wheels and tyres are revised electronic programmes controlling the Adaptive Dynamics, active electronic differential and Dynamic Stability Control systems.

Jaguar's Adaptive Dynamics system actively controls vertical body movement, roll and pitch rates through the use of continuously variable dampers. The system monitors driver inputs and the road conditions, adjusting damper rates in response up to 500 times a second to optimise stability and agility. The driver's selection of Dynamic Mode offers enhanced body control through moving the damping rates to the firmer end of the available range.

The Jaguar active electronic differential - which can apply full locking torque almost instantaneously when necessary - has been recalibrated in order to exploit the greater grip offered by the wider rear tyres, the more precisely controlled suspension and the engine output. Working in parallel with the differential, the 'Trac DSC' setting of the Dynamic Stability Control system now offers the enthusiastic driver more opportunity to explore the outer edges of the handling envelope while nevertheless providing a discreet safety net.

Providing equal levels of confidence is Jaguar's High Performance Braking System, which offers an unmatched combination of power, stability and fine modulation. The 380mm front and 376mm rear discs are internally ventilated for assured repeated stopping power and on XFR-S benefit from additional cooling provided by under-body air channelling.

The XFR-S Sportbrake is fitted as standard with a 380W, 12-speaker sound system from British audio experts Meridian. Recognised by audiophiles as a leader in audio reproduction and fidelity, the system uses digital signal processing to create a sound field that is second to none. An optional 825W, 18-speaker system features Meridian's proprietary Trifield System that places every occupant at the centre of their own perfectly focused surround-sound arena.

XFR-S Sportbrake Technical specification*

XFR-S SPORTBRAKE

Engine

5.0-litre V8 supercharged petrol

Capacity (cc)

5000

Bore/Stroke (mm)

92.5/93

Peak Power (PS@rpm)

550@6500

Peak Power (kW@rpm)

405@6500

Peak Torque

(lb/ft @rpm)

502@2500-5500

Peak Torque (Nm@rpm)

680@2500-5500

Transmission

Eight-speed 'Quickshift' automatic

0-60mph (secs)

4.6

0-100km/h (secs)

4.8

Top Speed (mph | km/h)

186 | 300 (electronically limited)

Combined Economy

(EU mpg | l/100km)

22.2 | 12.7

CO2 Emissions (g/km)

297

*Manufacturer's figures

JAGUAR XF R-SPORT: LUXURY, PERFORMANCE AND PRACTICALITY COMBINED WITH HIGH EFFICIENCY AND ULTRA LOW EMISSIONS

At-a-glance…

The new Jaguar XF R-Sport adds real-world efficiency and a raft of exterior enhancements to the XF range without compromising on the luxury, performance and refinement expected of a Jaguar saloon

Available in Saloon and Sportbrake guise, the Jaguar XF R-Sport is the first Jaguar to adopt the company's new R-Sport branding and is available with Jaguar's four-cylinder, 2.2-litre diesel 163PS engine, making the R-Sport capable of achieving 57.7mpg with a CO2 figure of just 129g/km

The XF R-Sport is offered with an Intelligent Stop-Start system that uses a Twin Solenoid Starter (TSS) to shut down the engine when the car comes to a halt, helping to reduce emissions and improve fuel consumption

An eight-speed automatic transmission enables optimal acceleration through the rev range while still maintaining the composed character of the XF saloon

The R-Sport model features unique badging for the side power vent, steering wheel and new R-Sport branded tread plates, while adopting the XF Sport front bumper, 'R' style side sills and a unique rear spoiler give the car an assertive appearance on the road

17" Ursa alloy wheels, available in a new Gloss Anthracite finish, are fitted with 17" low rolling resistance tyres which help to further reduce emissions

The car is available with an optional Black styling pack for additional on-the road presence

The enhanced R-Sport charcoal-on-charcoal interior features Suedecloth seats with Dove contrast stitch with optional Red or Tan contrast stitching further complemented with a choice of Dark Oak, Piano Black or Carbon Fibre veneers.

"The XF R-Sport opens up the unique Jaguar ownership experience to a whole new group of customers. Business users and fleet managers will be able to enjoy the seductive design

from the high performance 'R' models, while benefiting from the low emissions and high fuel efficiency of the powertrain. In short, Intelligent Performance taken to the next level."

Steven De Ploey, Jaguar Global Brand Director

Summary

The first Jaguars to wear the new R-Sport badge, the XF R-Sport Saloon and Sportbrake represent a compelling combination of elegance and real-world efficiency, helping to reduce the tax burdens on drivers and fleet managers alike while still retaining the luxury and refinement already associated with the XF range. The 2.2-litre four-cylinder engine is offered in combination with Jaguar's Intelligent Stop-Start system and an eight-speed gearbox, enabling the XF R-Sport to deliver the performance and driver appeal expected of a Jaguar along with reduced emissions and greatly improved fuel consumption. A range of exterior and interior enhancements lend the car an assertive appearance on the road and a sporty, cosseting feel within the cabin.

Turbo diesel engine

Jaguar's four-cylinder, 2.2-litre diesel 163PS engine, which works in combination with an eight-speed automatic transmission, has new larger Exhaust Gas Recirculation valves and a revised cooling assembly which combine to reduce emissions figures by a further 6g/km of CO2 over the 2013 Jaguar XF. The R-Sport is capable of achieving 57.7mpg with a CO2 figure of just 129g/km. An appealing proposition to company car drivers and fleet managers, the XF R-Sport represents all the benefits of driving a Jaguar along with greater fuel economy and reduced emissions.

TSS/Stop-Start system

The XF R-Sport's low emissions figures are helped further by Jaguar's Stop-Start system, which uses a Twin Solenoid Starter (TSS) to shut down the engine when the car comes to a halt and restarting it in less time than it takes for the driver's foot to move from the brake to the accelerator. The system also offers 'change of mind' functionality, enabling the engine to quickly restart even during its rundown phase to allow the driver to, for example, exploit a gap in traffic at a junction. An illuminated 'ECO' symbol appears on the Instrument Panel when the engine has been stopped by the system. Stop-Start can be turned off manually, but it will automatically be turned on again for the vehicle's next journey with every ignition cycle. The system operates in all modes apart from Reverse.

The XF R-Sport has a secondary battery fitted specifically for engine re-starting, meaning that all the normal car systems - such as the entertainment system, the ventilation and lights - continue to receive power from the standard car battery and are unaffected by the re-start. In addition, a complex control system ensures that the Stop/Start operation only occurs when the car does not require the engine for other functions.

Design

Launched in 2008, the XF introduced a coupe-like profile to the sporting saloon template and received plaudits worldwide for its seductive combination of dynamics, performance, quality, design and luxury. A saloon with the soul of a Jaguar sports car, the XF has won accolades and enthusiastic fans across the globe for its dynamic abilities and dramatic looks.

The 2015 model year XF R-Sport model features a Sport front bumper, 'R' style side sills and a unique rear spoiler which combine to give the car an assertive, purposeful appearance on the road. 17" Ursa alloy wheels, fitted with 17" low rolling resistance tyres to help further reduce emissions, add to the XF R-Sport's sporting profile, as do the optional Black styling packs which lend the car additional on-road presence. The R-Sport interior features a new charcoal on charcoal interior, including Suedecloth seats available with contrast stitching in either Dove, Tan or Red. The interior is further complimented with a selection of Dark Oak, Piano Black or Carbon Fibre veneers to choose from. A Jet Morzine headlining comes as standard while a Dove headliner is available as an option and also for when a sunroof is specified. There is also the option of upgrading to a Jet Suedecloth headlining. Bright stainless steel foot pedals and unique badging for the side power vent and the steering wheel set off the XF R-Sport's purposeful intent. Gloss black window surrounds are standard for the XF R-Sport while an extended black pack is also available which includes full gloss black grille surround, gloss black lower bumper inserts, gloss black trunk lid finisher and gloss black roof rails for Sportbrake.

XF R-Sport Technical specification*

XF R-Sport 2.2 Diesel

Engine

2.2-litre in-line 4cyl diesel

Capacity (cc)

2179

Peak Power (PS@rpm)

163@3500

Peak Torque (Nm@rpm)

400@2000-5500

Transmission

Eight-speed automatic

Intelligent Stop/Start

Yes

0-60mph (secs)

9.8

0-100km/h (secs)

10.5

Top Speed (mph | km/h)

130 | 209

Combined Economy

(UK mpg)

57.7w/ 17" wheel

55.4w/ 18" wheel

CO2 Emissions (g/km)

129 w/ 17" wheel

135 w/ 18" wheel

*Manufacturer's figures

(MAHWAH, N.J.) - Jaguar North America announced record levels of consumer engagement have been achieved for the growing British luxury brand with the launch of its "British Villains" marketing campaign, led by the broadcast debut of " Rendezvous," its 60-second cinematic television advertisement that broadcast during the fourth quarter of Super Bowl XLVIII. The spot launched the campaign, which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014) and features the campaign's unique hashtag, #GoodToBeBad. "Rendezvous," Jaguar's first Super Bowl TV advertisement, stars Sir Ben Kingsley, Tom Hiddleston and Mark Strong and was filmed by Oscar-winning British director, Tom Hooper, in London.

Since the campaign announcement in November and through the evening of the Super Bowl airing of "Rendezvous," Jaguar saw extraordinary increases in traffic to JaguarUSA.com and social channels.

Brand Social Mentions

• Since the start of the brand's British Villains Campaign (Nov. 7) Jaguar's average daily brand social mentions increased 30 percent. On Sunday, February 2, 2014, Jaguar's one day brand social mentions spiked 12X to an all-time one day high
• For the duration of the three months, Jaguar had a 47 percent increase in average monthly brand social mentions compared to the previous three months' average

YouTube Traffic

• In only its first five days, Jaguar has 7.5 Million views of "Rendezvous," making it Jaguar's highest viewed YouTube video ever

Twitter Engagement

• Since campaign launch in November, Jaguar has a 26 percent increase in followers of the JaguarUSA Twitter handle

"Jaguar is a fast growing luxury brand with an interesting new position as a British challenger brand and a new lineup of dynamic sports cars and sports sedans," said Jeff Curry Brand Vice President, Jaguar North America. "Launching the F-TYPE Coupe campaign with a Super Bowl advertisement gave us a huge platform to share our vision of British sophistication and charm to our target audience, and introduce America to the modern Jaguar brand and the all new F-TYPE Coupe. Our record levels of interest this past week are early indicators Jaguar is greatly benefiting from the national exposure and social engagement that comes from participating in the Super Bowl broadcast."

"Our goal for the British Villains campaign was to bring a cinematic level of entertainment and quality to automotive advertising befitting a luxury British brand and have a bit of fun along the way," added Curry. "The reaction we have garnered is nothing less than transformative: new highs in traffic to our consumer website, JaguarUSA.com; new highs in YouTube views; and new highs in social mentions, combined with a general acknowledgement that the market is very interested in our newest 550-HP British bad boy."

"Finally, we could not be more proud to have brought to America an entertaining campaign with literally the finest in British entertainment: Sir Ben Kingsley, Tom Hiddleston and Mark Strong, all under Oscar-winner Tom Hooper's flawless direction and supported by The London Symphony Orchestra," said Curry.

Jaguar launched the "preview" campaign for its Super Bowl spot, beginning with the airing of its teaser, "The Set-Up," on January 11-12, and the online debut of "Rendezvous" on YouTube on January 28.

During the game Jaguar captured consumer data in real-time, in a unique physical space called "The Loop." Developed by Jaguar's media agency partner Mindshare, the space featured multiple screens that monitored consumer data to be leveraged in its rapid marketing decisions, or "adaptive marketing." Jaguar monitored social platforms, such as Twitter, Facebook, Instagram, Google+, around Super Bowl XLVIII for trending topics and discussions related to the brand, F-TYPE Coupe campaign and the game. The brand responded in real time to relevant tweets and messages via their social media platforms.

The "British Villains" campaign captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. "Rendezvous" opens with Sir Ben Kingsley asking the question, 'Have you ever noticed how in Hollywood movies, all the villains are played by Brits?' The spot then shows the new Jaguar F-TYPE Coupe being driven by Strong and effortlessly navigating through modern-iconic London as he is on his way to meet with fellow villains, Sir Ben and Tom Hiddleston.

"Rendezvous" was filmed by Hooper in London in a creative partnership with his Smuggler Films production house. The spot's original score for "Rendezvous" was composed and conducted by Alexandre Desplat, who worked with Tom Hooper on The Kings Speech and recorded by The London Symphony Orchestra at the iconic Abbey Road studios.

Jaguar is hosting a dedicated landing page for the campaign, www.BritishVillains.com, with information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors. In addition to broadcast, the multi-channel campaign's Super Bowl efforts included unique outdoor creative throughout New York City, print, digital and consumer activations hosted with a wide array of media partners, and special events in the week leading up to the Super Bowl. The British Villains campaign continues with regularly updated content through July.

SPARK44, the lead strategic communications partner for Jaguar, is responsible for the creative positioning and strategy behind the campaign, while Mindshare manages the communications planning and buying.

Jaguar North America debuted digitally "Rendezvous", its 60-second television cinematic advertisement that will be broadcast for the first time during the fourth quarter of Super Bowl XLVIII. The spot launches the "British Villains" campaign, which introduces the Jaguar F-TYPE Coupe (on sale spring, 2014) and features the campaign's unique hashtag, #GoodToBeBad. "Rendezvous" stars Sir Ben Kingsley, Tom Hiddleston and Mark Strong and was filmed by Oscar-winning British director, Tom Hooper, in London. It is Jaguar's first Super Bowl TV advertisement.

"Super Bowl week is a major milestone for the Jaguar brand as we present our newest and fastest model, the F-TYPE Coupe, to millions of current and future potential customers," said Jeff Curry, Brand Vice President, Jaguar North America. "We are sharing the 60- second spot online this week as interest rises, but really look forward to presenting the F-TYPE coupe and our British villains in action to the viewers in high definition during the game."

"British Villains" captures the premise that Brits have long made the best villains in landmark films, combining intelligence with charm, restlessness with calm, and are always confident. "Rendezvous" opens with Sir Ben Kingsley asking the question, 'Have you ever noticed how in Hollywood movies, all the villains are played by Brits?'

The spot then shows the new Jaguar F-TYPE Coupe being driven by Strong and effortlessly navigating through modern-iconic London as he is on his way to meet with fellow villains, Sir Ben and Tom Hiddleston.

"Rendezvous" was filmed by Hooper in London in a creative partnership with his Smuggler Films production house. The spot's original score for "Rendezvous" was composed and conducted by Alexandre Desplat, who worked with Tom Hooper on The Kings Speech and recorded by The London Symphony Orchestra at the iconic Abbey Road studios.

"Rendezvous was filmed with the realization that many of today's television viewers have access to beautifully sharp picture screens and multi-channel surround sound not unlike the best movie theaters," said Curry. "The 'British Villains' TV spot combines an entertaining, thoughtful narrative with a visual and aural quality that conveys the excitement of owning and driving a high performance Jaguar F-TYPE. We hope viewers turn the volume up."

Jaguar recently launched the campaign's dedicated landing page, www.BritishVillains.com, The site hosts information about the F-TYPE Coupe, the commercial and some unique video content including teasers starring each of the three actors; collectively already boasting over 400,000 views.

This week, leading up to Super Bowl XLVIII, Jaguar will host an event with Deadspin as part of their partnership with Gawker Media, and two co-sponsored events with Sports Illustrated, including the magazine's Super Saturday event the night before the big game.

During the game, itself, Jaguar aims to be the most real-time engaged advertiser during the Super Bowl through a unique physical space called"The Loop," developed by Mindshare, where multiple screens will monitor real-time consumer data and translate it into actionable insights, and ultimately, rapid marketing decisions, or "adaptive marketing." Jaguar will monitor social platforms, such as Twitter, Facebook, Instagram, Google+, around Super Bowl XLVIII for trending topics and discussions related to the brand, F-TYPE Coupe campaign and the game. The brand will respond in real time to relevant tweets and messages via their social media platforms.

"The Loop" is the first real-time marketing tool to impact paid media - whereby media dollars can be quickly shifted and redeployed to leverage opportunities uncovered by the data. During the game, Jaguar will have the ability to adjust the digital search ad buys based on real time observations. Rapid, relevant and responsive, "The Loop" puts data at the center and creates a channel-agnostic, holistic approach to real-time marketing in an unprecedented manner.

Andrew Maclean from Drive compares V8 convertibles from Germany and the United Kingdom.

• Jaguar F-Type V8 S: from $201,945 plus on-road costs. 5.0-litre supercharged V8; 364kW/625Nm; eight-speed auto; 11.1L/100km; RWD

• Audi RS5 Cabriolet: from $175,900 plus on-road costs. 4.2-litre V8; 331kW/430Nm; seven-speed dual-clutch auto; 10.7L/100km; AWD

Audi

Kicks things off with a clear $25k advantage on price, and is a genuine four-seater convertible. Comes with 19-inch alloy wheels, heated leather seats (for all four occupants with neck-level heating up front), Xenon lights, sat-nav, Bluetooth, 20GB hard drive, reverse camera and a wind deflector.

Jaguar

The mid-spec V6 S almost matches the RS5 at $171,045 plus on-road costs. But for this test we’ve chosen the flagship V8, which is $26k more expensive. Still, it comes with 20-inch alloy wheels, leather seats, sat-nav, Xenon lights, Bluetooth, parking sensors and a Meridien sound system. Has a long list of costly options (which are standard on the Audi), including rain-sensing wipers, heated seats and dual-zone air-conditioning.

Winner: Audi

Inside

Audi

Has all the hallmarks of Audi’s typically clinical yet classy interior design, with a bit more sportiness thrown in to match its RS credentials, such as its flat-bottomed steering wheel and figure-hugging sports seats. Otherwise, it’s a well thought-out cabin with clear instruments, an easy-to-use multi media system and quality materials. Back seats are easily accessible and spacious enough for adults and, although the folding fabric roof reduces the boot space over the coupe on which it it based, it has a useable 380L cargo-carrying capacity, enough for a couple of decent-sized bags for a weekend away.

Jaguar

The two-seater layout obviously brings with it compromises - particularly in terms of passenger space and storage - but the Jaguar definitely has a more dramatic appearance with its driver-focussed cockpit. The driving position is lower and more sports-oriented, the colour screen between the speedo and tacho is clearer and the touch screen audio system easier to navigate. There are neat features such as the pulsing gold starter button, the anodised look of the steering wheel paddle shifters and the way the central air vents rise from within the dash. Its boot, however, is ridiculously small with a space-saver spare tyre leaving little room for luggage.

Winner: Audi

Engine

Audi

The RS5’s naturally-aspirated 4.2-litre V8 is one of the greatest engines of its kind with a linear power delivery that rises to a wailing crescendo as the revs rise to its sky-high 8250rpm redline. While it is smooth at low revs and is happy to crawl around town with its slick-shifting seven-speed dual-clutch, it needs to be worked hard to get the best out of it, particularly considering the RS5 Cabriolet weighs in at a hefty 1900-plus kilograms. Audi claims it can rocket from 0-100km/h in 4.9 seconds. Fuel consumption is an average 10.7L/100km but we saw more like 14L/100km in everyday driving.

Jaguar

5.0-litre supercharged V8 is a theatrical masterpiece. It doesn’t rev as high as the Audi, but its force-fed nature means it has more instant punch thanks to almost 200Nm more torque and available between 2500-5500rpm. While the Audi sounds like a race car at high revs, the Jaguar thunders away at almost any speed and cracks and pops like a fireworks display when you back off the accelerator; it is loud and sometimes obnoxious, but it’s a great sound. At less than 1700kg it’s also quicker, with Jaguar claiming it can reach 100km/h in 4.3 seconds. But it also drinks a bit with a claimed average fuel consumption of 11.1L/100km that can easily blow out to 14L/100km.

Winner: Jaguar

How it drives

Audi

Like all RS models, there’s stiffer suspension, bigger brakes and wider tyres. It also feeds power to all four wheels and apportions power to the outside rear wheel under heavy acceleration, which works a treat delivering plenty of grip and predictable handling. But, the ride can be harsh and the body can flex over bumps. The adjustable steering is either too sensitive in its Comfort setting or too artificial in its Sport mode. As a four-seater cruiser it is a great car, but as a sports car it can feel compromised.

Jaguar

The F-Type feels like a genuine sports car at any speed, thanks to its rear-drive underpinnings and hot rod philosophy. The body is stiffer, the steering more natural and it has a better blend of comfort and sportiness in its suspension settings.

Winner: Jaguar

Street Appeal

Audi

As far as four-seat drop-tops are concerned, the RS5 is a suitably aggressive looking car with its pumped-out guards, big wheels and subtle body kit. It looks just as good with its roof down as it does with it in place, but whether the RS additions are noticeable enough to turn heads for anyone other than Audi-philes is debatable.

Jaguar

The F-Type is one of the most-stunning new cars introduced last year, with a style that is both modern and classically-styled. It has enough hallmark design cues drawn from the iconic E-Type to satisfy Jaguar’s traditionalists, yet its sleek long-nosed, short-rear proportions are littered with the latest techy treats that it looks thoroughly 21st century. It is a true head turner, and unmistakably a Jaguar.

Winner: Jaguar

Verdict

Audi

There’s a lot to like about the RS5 Cabriolet, but it’s a car that seems compromised by the RS treatment. The less powerful S4 is a better cabriolet and the RS5 coupe a better sports car.

Jaguar

The Audi is better built, cheaper, seats four adults and has more standard equipment, but there’s a lot to love about the F-Type. It’s a more emotional car and as good as being a convertible as it is a sports car.

Winner: Jaguar

http://theage.drive.com.au/new-car-comparison/audi...

Jaguar has highlighted the versatility of its acclaimed C-X17 sports crossover concept vehicle with the debut of a luxurious new five-seater version at the 2013 Guangzhou motor show in China.

The new model features a bespoke ultra-luxury interior incorporating a range of new high-quality design elements in combination with advanced infotainment technology and innovative safety features such as Rear Exit Detection.

Introduced at the Frankfurt Motor Show in September 2013, the C-X17 design study showcased Jaguar's all-new advanced aluminium monocoque architecture, on which an exciting range of future Jaguars will be built.

The Jaguar F-TYPE R Coupé, the most dynamically capable, performance-focused, production Jaguar ever, has made a dramatic debut in Los Angeles at Raleigh Studios.

The first glimpse the assembled 500 media, celebrities and customers at the exclusive reveal event saw of F-TYPE R Coupé was of it accelerating towards them before it passed under their grandstand into a hidden tunnel at full throttle.

Ian Callum, Director of Design, Jaguar said: "Creating a sports Coupé is the purest of design tasks, and also the most challenging; get it right and aesthetically the result will be as dynamic as the car should be rewarding to drive. In F-TYPE Coupé, I believe we've got it right.

"The dramatic debut of the 550PS F-TYPE R Coupé in Los Angeles this evening - possibly the most dynamic reveal of a car ever - underlines its performance credentials."

The F-TYPE Coupé model line-up is headlined by the F-TYPE R Coupé, its 550PS/680Nm 5.0-litre V8 supercharged engine enabling acceleration from 0-60mph in 4.0-seconds, and a top speed of 186mph (limited). F-TYPE S Coupé and F-TYPE Coupé models complete the range, powered respectively by 380PS and 340PS versions of Jaguar's 3.0-litre supercharged V6 engine, giving 0-60mph in 4.8/5.1-seconds and top speeds of 171/161mph.

The F-TYPE Coupé range complements the existing 2013 'World Car Design of the Year' award-winning F-TYPE Convertible model line-up of F-TYPE, F-TYPE S and F-TYPE V8 S.

The all-aluminium F-TYPE Coupé - the most dynamically capable, performance-focused sports car that Jaguar has ever produced - is available in three versions:

F-TYPE R, F-TYPE S and the F-TYPE.

The range-topping F-TYPE R Coupé is powered by Jaguar's 5.0-litre supercharged V8 engine in 550PS/680Nm tune, delivering acceleration to 60mph in 4.0-seconds, and a top speed of 186mph (electronically limited).

The F-TYPE S Coupé and F-TYPE Coupé are powered by Jaguar's 3.0-litre V6 supercharged petrol engines in 380PS/460Nm and 340PS/450Nm forms respectively, giving 0-60mph in 4.8/5.1-seconds and top speeds of 171/161mph.

The F-TYPE Coupé embodies the uncompromised design vision of the stunning Jaguar C-X16 concept sports coupé that debuted at the 2011 Frankfurt Motor Show, its dramatic cabin-rearward stance being defined by three heartlines. The first two heartlines - shared with F-TYPE Convertible - form the muscular front and rear wings, the third heartline being the sweeping Coupé roof profile which provides an unbroken silhouette while emphasising the visual drama of the tapered cabin sitting between powerful rear haunches.

Jaguar's expertise in aluminium technology has enabled the design vision for the F-TYPE Coupé to be delivered in a lightweight yet extremely strong bodyshell. Torsional rigidity for all F-TYPE Coupé variants is 33,000 Nm/degree - greater than in any previous production Jaguar - this rigidity providing the basis for excellent dynamic attributes.

The F-TYPE Coupé's body side is made from a single piece aluminium pressing, probably the most extreme cold-formed aluminium body side in the automotive industry, eliminating the requirement for multiple panels and cosmetic joints. The roof panel itself is available in either aluminium or panoramic glass form. A deployable rear spoiler sits within the tapered shut-line of the F-TYPE Coupé, while slim, wrap-around LED lamps flank a beautifully engineered tailgate, with optional powered open/close functionality.

To deliver assured, progressive handling in line with its 550PS output, the range-topping F-TYPE R Coupé features a bespoke suspension set-up and new dynamic technologies. These include a second-generation Electronic Active Differential (EAD) and - for the first time on a Jaguar - Torque Vectoring by braking, these systems working in parallel to provide immediacy of response and exploitable handling. The EAD system automatically redistributes engine torque between the rear wheels to ensure excellent on-the-limit control, while Torque Vectoring by braking intelligently applies precisely metered braking force to the inner wheels as necessary during cornering to enhance agility. Sports suspension with Adaptive Dynamics damping and Configurable Dynamic Mode further enhance the F-TYPE R's immediacy of response, providing an exhilarating and involving driving experience.

F-TYPE R and F-TYPE S Coupé models also have the option of Carbon Ceramic Matrix (CCM) brakes which offer absolute consistency of performance and excellent fade resistance, as well as a total unsprung-weight saving of 21kg.

Every F-TYPE Coupé model utilises Jaguar's eight-speed close-ratio Quickshift transmission which is optimised for sporting performance, with full manual sequential control from the central SportShift selector or steering wheel-mounted paddles.

The F-TYPE Coupé range complements the existing three-car F-TYPE Convertible model line-up; the V6-engined F-TYPE (340PS) and F-TYPE S (380PS), and the 495PS F-TYPE V8 S.

"With F-TYPE Coupé, the Jaguar engineering team has exceeded our considerable target of building a car that delivers even more driver reward than the acclaimed F-TYPE Convertible. Engineering an exceptionally rigid all-aluminium Coupé body structure was the key to achieving this, as it's the fundamental basis for enhanced dynamic attributes. The result is that the F-TYPE Coupé is the most dynamically capable and involving Jaguar we've ever built."

Ian Hoban, Vehicle Line Director, Jaguar

Jaguar's acclaimed C-X17 sports crossover concept vehicle has premiered at the Dubai International Motor Show 2013.

The C-X17 has been created as a design study to introduce Jaguar's all-new advanced aluminium architecture, on which an exciting new range of future Jaguars will be built, beginning with a new mid-sized C/D segment sedan in 2015.

The C-X17 concept is one example of the diversity of vehicles that could be produced using the modular, scalable new architecture. As a sports crossover, it combines the character and driving experience of a sports car with increased presence and flexibility - all imbued with the sleek lines and luxurious sophistication Jaguar is renowned for.

The C-X17 was presnted in Dubai in a lustrous Liquid Aluminium liquid metal finish Purr-fect.

The Jaguar F-TYPE Coupé - the most dynamically capable, performance-focused, production Jaguar ever - will make its global debut on 19 November, the eve of the Los Angeles auto show.

The all-aluminium F-TYPE Coupé range will deliver in production form the uncompromised design vision of the acclaimed C-X16 concept, and will complement the existing 2013 'World Car Design of the Year' award-winning F-TYPE Convertible range.

Ian Callum, Director of Design, Jaguar, said: "The excitement generated when we revealed the C-X16 concept was terrific; so to now be on the cusp of what I can assure you will be a drama-filled reveal event in Los Angeles for F-TYPE Coupé is a very significant moment.

"We've been overwhelmed by the positive reaction to F-TYPE Convertible, but for me the purity of creating a sports Coupé is a uniquely satisfying process - and I know that both visually and dynamically, F-TYPE Coupé raises the bar yet again."

Full technical details, images and film of F-TYPE Coupé will be available on November 20.

Jaguar Land Rover achieved a remarkable triple success at the 2013 Scottish Car of the Year Awards, with honours going to the new Range Rover, Range Rover Sport and Jaguar F-TYPE sports car.

The Jaguar F-TYPE beat stiff competition to win the Sporting category award, impressing the judges - some of Scotland's most important motoring journalists - with its elegant design, formidable performance and impressive customer appeal. Alisdair Suttie, President of the Association of Scottish Motoring Writers, said: "We have waited a very long time for the Jaguar F-TYPE, more than four decades in fact, but this year's Sporting winner does it with panache. It also does it with elegance, superb performance and complete desirability."

Ian Callum, Jaguar Director of Design, accepted the award at a ceremony in Glasgow and commented: "This award is a wonderful recognition of the efforts invested in creating the new F-TYPE. It is a sports car that reaffirms the brand's sporting bloodline in both its performance and design."

F-TYPE has also been voted winner of the Autonis design award by the respected German motoring magazine, Auto Motor und Sport, following a poll of its readers.

The F-TYPE, which has been available in Germany since May of this year, was judged in the convertible segment - one of eight categories - taking top-spot with an outstanding 32 per cent of almost 18,000 reader votes.

Jaguar Director of Design, Ian Callum, and Peter Modelhart, CEO of Jaguar Land Rover Germany, accepted the prize at an awards ceremony at Hohenheim Castle yesterday evening.

Speaking from the ceremony, Ian Callum said: "Creating the F-TYPE has given both my team and I great satisfaction. Working on a sports car that holds true to Jaguar's design values - beauty of line and purity of form - has been a great privilege, and I'm honoured the readers of Auto Motor und Sport have recognised our work with this award."

Purr-fect!

Wallpaper* Handmade, the must-see exhibition during Milan's Salone del Mobile, makes its London debut today at Harrods with a spectacular 'best of presentation' and five unique new pieces produced in collaboration with Jaguar. To celebrate the occasion, Jaguar Advanced Design presented the stunning C-X17 concept vehicle for the first time in the UK, positioned outside the luxury Knightsbridge store and alongside two other exciting Jaguar design concepts; the C-X75 hybrid hypercar and Jaguar heritage-inspired Project 7 sports car.

Over 50 Wallpaper* Handmade pieces, produced by the likes of Hermès, Alfredo Häberli, Harry Winston, Konstantin Grcic, Isay Weinfeld, Paul Cocksedge, Michael Anastassiades, the late David Collins, Barber Osgerby, Brioni, Naoto Fukasawa, Louis Vuitton, Sam Hecht and Poltrona Frau to name but a few, will be on display across 12 windows in the iconic Harrods store.

They will be joined by five new concept products*** which explore Jaguar's design language and advanced technology, by Moritz Waldemeyer, Neri & Hu, Mathieu Gustafsson, Fredrikson Stallard and Salvatori & Jaguar Advanced Design.

Julian Thomson, Jaguar Advanced Design director said:"This partnership with Wallpaper* is very exciting and it is a great opportunity to apply Jaguar design philosophy in new forms and to inspire a culturally diverse audience.

"We have seen our concept cars excite audiences worldwide this year. I am delighted that the UK debut of C-X17 is part of this event and we are able to show another surprising and inspiring side of the modern Jaguar brand to people in London today."

Tony Chambers, Wallpaper* Editor-in-Chief commented: "Our Handmade project is testimony to the power of good design, great ideas, creative collaboration and quality production. We are delighted to bring some of the best pieces from our annual celebration of art, craft, skill and vision to London - with the best British partners one could wish for: Harrods and Jaguar."

Mark Briggs, Harrods store image director said:'As world leaders in style, design and technology, we are delighted to be working with Wallpaper* and Jaguar to bring the Handmade exhibition from Milan to London for the first time. The world-renowned Harrods windows will present this year's shortlisted designers in the perfect luxury space, for all to see.'

Wallpaper* Handmade with Jaguar runs from 4 October until 22 October at Harrods, 87-135 Brompton Rd, Knightsbridge, London SW1X 7XL.