Even though Jaguar and Land Rover might only have a foot or so of visibility into the fog of their business futures, they continue to plan for long-term success. The latest step is a $4 million investment in a "virtual reality center" that will create three-dimensional projections for designers and engineers to study, saving the time and expense of having to build individual models.
Jag and Land Rover worked with four suppliers to create the four-walled studio. Projecting power will come from eight Sony SRX-S105 projectors, each one of them as powerful as the best cinema-standard projector and each one having four times the resolution of HD. With that kind of capability, designers -- wearing 3-D glasses -- will be looking at photorealistic representations of their creations.
When finished in the spring of 2008, it will be the most advanced design studio in the world. We're glad to see the two embattled marques focused on nothing but getting better. Now if Jag could use that studio to make a kick-ass XJ replacement, and make the XF -- as good as it is -- everything it could be, then they'd really have a blockbuster studio on their hands.
PRESS RELEASE
'Cave drawings' show the way for Jaguar and Land Rover
Jaguar and Land Rover today revealed plans for a new industry-leading design facility that will draw on advanced audio visual technologies with the projection power of eight cinemas to significantly speed up product development cycles. Some $4million is to be invested in a state-of-the-art 'Virtual Reality Centre' which will allow engineers and designers to see in life-size three-dimension, models of vehicles and components. It will reduce the need for physical prototypes, saving both time and money in the process.
The most advanced facility of its kind in the world, Jaguar and Land Rover's four-walled 'cave' draws on projection power equivalent to eight hi-tech cinemas and will provide a virtual reality environment simulating vehicle exteriors and interiors and capable of making bodywork appear transparent.
"This is a key advance in our development toolbox," said Al Kammerer, Product Development Director for Jaguar and Land Rover. "The awesome power of this project is unparalleled in our industry worldwide and will allow us to produce new vehicles on a much quicker timeline, to update and develop more responsively to customer trends and to be considerably more efficient as well."
Eight Sony SRX-S105 high resolution projectors – each as powerful as the strongest projector used in any of today's hi-tech cinemas – will provide a visual quality that clearly outstrips existing industry virtual reality caves by producing photo realistic images. The user wears 3-D glasses to experience 'ultimate realism' with an ultra-high resolution that is twice as clear as the latest High Definition TV!
Working in partnership with Sony, Sun Microsystems and ICIDO, Midlands-based HoloVis International Ltd is bringing together all of the different components of the project to design, install and support the next-generation virtual environment for Jaguar and Land Rover.
Raj Pandya, General Manager, Sony UK added: "We have been working closely with HoloVis International who have developed this innovative solution for Jaguar and Land Rover and the automotive industry. The Sony 4K projectors are four times the resolution of High Definition, meaning it is almost impossible to see pixels on this size screen. These projectors are now going to affect the auto market in a drastic way."
The new Virtual Reality cave is due to be completed and operational at Jaguar and Land Rover's Gaydon engineering centre by spring 2008.
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Reader Comments (Page 1 of 1)
VP @ Dec 14th 2007 7:50PM
Maybe just maybe with their 3D glasses they can see how they ruined XF from concept to production.
500 @ Dec 14th 2007 8:53PM
Haha good one, although I think the production XF is actually LESS ugly than the concept was.
Rogue_G @ Dec 14th 2007 8:13PM
"Jaguar and Land Rover to build the most cool design studio on Earth"
I know you're a blog and all, but I'd like to think you have a decent amount of cred to appreciate proper grammar. You're welcome.
Mal Fuller @ Dec 15th 2007 11:44AM
Yup, most coolest would have been more better.
Khanh @ Dec 15th 2007 12:48AM
Now, I think that will attract a higher price affixed to both brands if they are to be bought out. Sounds pretty darn cool if you ask me.
Bobby @ Dec 15th 2007 3:22AM
They use the exact same technology in the oil and gas business except the room is probably a lot larger. I've never seen it in person but apparently it allows reservoir engineers to figuratively step into the reservoir to determine the best way to develop it.
Greg Koenig @ Dec 15th 2007 11:16AM
Jag and Land Rover don't have problems with design - they both have major reliability issues while LR has a weight problem and Jag has a power/driving dynamics problem.
What they should be opening up is a world class composites factory and a hardcore in-house test track. Slathering heaping buckets of great design work on top of ho-hum vehicles will earn you a few sales, but that isn't how to innovate out of the holes LR and Jag have dug themselves over the years.
British_Rover @ Dec 15th 2007 6:41PM
Jag doesn't have reliability issues. Jag is according to some studies one of the most reliable European brand.
Top Gear picked the XJ for the second most reliable model in their latest survey.
http://www.topgear.com/content/carsurvey/2006/features/05/1.html
http://www.jdpower.com/corporate/news/releases/pressrelease.aspx?ID=2007088
Jaguar was the higest ranked European brand in the 2006 JD Powers VDS.
http://www.jdpower.com/corporate/news/releases/pressrelease.aspx?ID=2006133
and the second highest European brand in the 2006 JD Powers IQS.
Land Rovers are heavy but the always have been because they are designed differently then your average SUV. They are working on reducing weight across the model line and the Mark IV Range Rover is supposed to have an all aluminum unibody like the Current Jag XJ. That alone should shave 1,000 or so lbs off the weight of the Range Rover. As for the reliability of the Land Rovers it has been bad in the past but is getting better. Our warranty pay outs from Land Rover have been dropping steadily over the past three years.
Lastly, have you driven a Jag lately? Have you read any of the reviews of the current Jags? Even the out going S-type drives very, very nicely it just looks like crap.
Go read a few XJ or XK reviews and go read the XF reviews that are just starting to hit the net. Even better go drive a jag now at the dealership. People that think they won't like the XJ drive one and fall in love with it.
Try and find a bad review of the current XK, there is actually one right now from some Canadian but ehh what do they know?
The only problem I have heard about with the current XK is not really a problem with the car but the drivers. If you leave the key too close to the car for a few days it will kill the battery in the car because the car is talking to the key. The key needs to be over 30 feet away from the car to keep this from happening.
digitalzombie @ Dec 16th 2007 2:15AM
To BritishRover,
Sorry I don't believe you. Let see.. X-type and R-Type was outsource to another company to build and design and it had horrible reliability. X-Type and the R-type resale value is horrible. Heck carsurvey.org or whatever have tons of horrible review on these two models.
Xj had exhuast issues back then, the exhuast heat was heating up the trunk handle that almost burn off one of my friend hand off. Xj have reports of during crusing speed it just everything stop and the brake dies >,>.
And I believe, correct me if I'm wrong, the reliability data is a bit skewed on Jag part since they barely sells any of their models.
Anyway, I would love to own an XJ, the style always scream out classic and the current XK8 is very beautiful but they have nothing to offer (other than looks and advance aluminum frame) versus the competitors. BMW and Benz is waaay ahead of Jag in almost everything.
British_Rover @ Dec 15th 2007 7:10PM
and another thing...
I am tired of seeing comments like "We're glad to see the two embattled marques focused on nothing but getting better," this on the web.
Land Rover is not embattled. Land Rover has been on a record sales run for the past three years.
http://www.forbes.com/afxnewslimited/feeds/afx/2007/12/07/afx4416934.html
Land Rover has broken the 200,000 mark for the first time in its history and there is still a month to go. Worldwide sales are up 27 percent and sales in the US, Land Rover's largest market, are up 7 percent.
And another thing where are the posts pointing to all the XF reviews on the net.
http://driving.timesonline.co.uk/tol/life_and_style/driving/new_car_reviews/article3051325.ece
There are tons of them online now.
RobZ4 @ Dec 16th 2007 1:44AM
@British Rover
Thank you for the info. Finally somebody comes up with an educated post instead of bitching and complaining about the same things over and over again.
Jassim Ali @ Dec 16th 2007 8:16AM
heard that they are about to be sold off to TATA Motors ?
Any truth in that ?
British_Rover @ Dec 16th 2007 1:02PM
>To BritishRover,
>Sorry I don't believe you. Let see.. X-type and R-Type >was outsource to another company to build and design >and it had horrible reliability. X-Type and the R-type >>resale value is horrible. Heck carsurvey.org or whatever >have tons of horrible review on these two models.
What the hell is an R-Type? I am sorry but if you want someone to take your post seriously then you have to list a model that Jaguar actually makes. Jaguar made an R-Type Concept coupe that kind of looks like the S-Type sedan but not really.
Secondly you need to state facts. What company built and designed the X-type? The X-type was built at Jaguar's Halewood plant. The X-Type was designed by Jaguar although it was based on the platform of the Mondeo although modified for Jaguar's use.
The Halewood plant wan JD Power's Gold quality award in 2005.
http://www.motortrader.com/22397/Jaguar-Halewood-plant-wins-qua.ehtml
Look at the Edmunds consumer reviews for the X-Type. The 2006 model has a 9.8 average rating.
http://www.edmunds.com/jaguar/xtype/2006/consumerreview.html
The other years have between an 8.3 and 9.2.
>Xj had exhuast issues back then, the exhuast heat was >heating up the trunk handle that almost burn off one of >my friend hand off. Xj have reports of during crusing >speed it just everything stop and the brake dies >,>.
Is English your second language or do you just not know how to write? If it is your second language I apologize good for you by learning another Language my Spanish isn't as good as your English if not then I feel sorry for you.
Which XJs "back then" had a problem with the exhuast heating up the trunk? I have never even heard of that problem before and how could it heat up the trunk handle it is no where near the exhaust pipes. Maybe some XJ from the 80s had that problem but non of the dozens of XJs I have ever worked on had a problem like that.
And I believe, correct me if I'm wrong, the reliability data is a bit skewed on Jag part since they barely sells any of their models.
>Anyway, I would love to own an XJ, the style always >scream out classic and the current XK8 is very beautiful >but they have nothing to offer (other than looks and >advance aluminum frame) versus the competitors. BMW >and Benz is waaay ahead of Jag in almost everything.
The Aluminum chassis, Jaguars don't have Frames they are unibodies, makes all the difference. The Jaguar doesn't need an engine that is as large or as powerful as Mercedes or BMW because the cars weight much less.
http://www.cars.com/go/compare/trimCompare.jsp?acodes=USB70JAC101D0,USB70MBC751A0,USB70MBC111A0,USB70BMC251A0
Look at that comparison. That is the Super V8 XJ VS the long wheel base MB and BMW competitors.
Better gas mileage then any of them while being just as fast or faster in both the quarter mile and 0-60. The Jag has better slalom times and a better skid pad reading. It does all of that by being lighter. The Super V8 is a hundred lbs lighter then the the S550 and a whopping 900 lbs lighter then the S600 and 760li.
It is the same length and width as the Germans and has the same front passenger room as well. The only thing that is less in the passenger compartment is the rear leg room.
Plus I know for a fact that two new more advanced V8s are on the way for Jaguar. A 5.0 liter Supercharged V8 that will make around 500 horsepower and a non supercharged V8 with slightly more displacement but 120 or so less horsepower.
digitalzombie @ Dec 16th 2007 10:41PM
Yeah, English is my 2nd language.
Yes, it was suppose to be S-type or whatever instead of R-type.
And here cited works:
"Jaguar second worst for reliability
Independent, The (London), Sep 28, 2004
THE JAGUAR has been rated one of the worst vehicles for reliability and cost of repair, the company Warranty Direct says. It rated the luxury car 26th out of 27 for reliability, and 24th out of 27 for the number of failures per 100 insurance policies, citing statistics from 30,000 vehicles. The best was Mazda with Honda second, Hyundai third and Ford fourth.
Copyright 2004 Independent Newspapers UK Limited
Provided by ProQuest Information and Learning Company. All rights Reserved."
The Love Test; SHODDY SERVICE AND SPOTTY RELIABILITY DID NOT DAMPEN OUR FONDNESS FOR XJ8.(News)(Jaguar Cars )
AutoWeek, December, 2004
Jag RESALE value:
Jaguar, 34.1%
from (Why Resale Values are Kinder to German, Japanese Cars
TechnoRide, November, 2007 by Bill Howard)
Anyway, I'll pretend Jag have great reliability that they have made record profits and that they're not being sold to TATA.
Oh Spanish is my third language:
Tu no saave, es Jaguar en muy trouble. lol. Donde India? Oh, Jaguar es en India.
Dave F @ Jan 15th 2008 8:31AM
Jag, LandRover ..... Really, would I buy one, NO WAY. Believe it or not I love both makes, actually owned an XJ6 way back when and being an avid off roader, I have always had a soft spot for a Landie. Would you really spend your hard earned money on a make that appears to have no future let alone resale value. From Leyland back to "independance" to BMW, to Ford and now to TATA. These makes are just a no-no. The Japs have the market, the Yanks .. say no more !! and the Germans are simply over priced and really not as reliable as the Jap cars.
Dave (South Africa)
jagman @ Jan 27th 2008 6:21PM
So much money for a design studio? The great designs start as dreams in the head. Said by Battista (Pinin) Farina. Millions spent for new technologies will get you nowhere if the designers don´t have the magic necessary to come up with great designs. Sir Lyons had such a studio? No. He had the magic to come up with the most beautiful designs. Ian Callum? Hands down, the worst designer in history. All his works are cheap rip-offs of the Lawson/Helfit works. How to save Jaguar? Get rid of Callum now!!!!!