• Feb 9, 2008

The Jaguar XK may have been the subject of the aptly-named "Gorgeous" campaign, but the four-door XF is set to take its turn in the limelight. Since it's due to hit dealer showrooms on March 1, the first TV commercials are invading both our airwaves and YouTube, as evidenced by the :30 spot after the jump. Jaguar's marketing hired guns opted for the typical fast cuts of sex on wheels mixed with good-looking people getting frisky over a soundtrack of "Hush" by Deep Purple. Good stuff. Let's hope it helps folks remember Jaguar's not dead. Thanks for the tip, Chad!

[Source: YouTube]




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  • 26 Comments
      • 6 Years Ago
      oh, and I liked the commercial, as far as commercials go.
      • 6 Years Ago
      Now I remember why Blackmore, Lord, Gillian, et al, never achieved individual acclaim the way they did together. By the way.........nice Jag. As one of the few who actually drove AND liked the much-maligned X-Type, maybe I am prone to like anything with the leaping cat, and therefore not the audience they're aiming at here. Ford invests all this R&D money for this, the aluminium XJ, and now I hear also a 5.0 V8 for the Land Rover............all while attempting divestiture? If I had a loose billion- hell, even a tight billion, I would buy those marques in a heartbeat, as I believe they will maintain their panache for more generations to come, and make someone some good money in the process.
      • 6 Years Ago
      I've seen both the new XF and it's concept car in the flesh (well, aluminum mostly) and I think the primary differences are not as much rake in the body so there's a taller greenhouse, and the headlights. The production car has the outer lamp faired in with a contour into the hood, much like on all XJs except for the XJ40. In the production car the contour follows the shape of the lamp. In the concept car, that contour follows the shape of the lamp on the inboard side but then as it passes over the lamp it flows right into the fender.

      I think the original concept is a much cleaner look. Not that the production car is ugly. The rear end is classic Ian Callum and flows beautifully, and the front end is handsome if not gorgeous and won't be confused for anything but a Jaguar. Just don't get me started on fender gills, even if they are functional they look tacked on.
      • 6 Years Ago
      I'd be willing to bet that everyone criticizing this design has yet to see it in the metal. Some people have actually suggested a similarity between the XF and the Lincoln MKS. That underscores how little a 2 dimensional picture conveys. The Lincoln is actually super-dumpy by comparison.

      Oh, and Jaguar reliability is now just fine. The XJ sedan is very well screwed together, so there is no reason to believe that the XF won't be.
      • 6 Years Ago
      I like it, but I'm afraid to buy a Jag.
      • 6 Years Ago
      I like it too
      • 6 Years Ago
      The 60s music didn't move me when I was a teenager in the 1980s, nor does it move me now, in my 40s. As some have noted, it's simply annoying, and not just from the bad, herky-jerky editing.

      Point 1: If Jag wants to attract younger buyers, as this car is supposed to do, it ought not use music that only folks in their late 50s and early 60s will relate to.

      Point 2: The 1990s Chrysler headlamps don't do it for me, nor the generic styling, nor the fact that it looks like a Lexus from the side. In fact, I'll keep my Lexus and save the confusion.
      • 6 Years Ago
      Too bad the production car lost so much from the concept. From the side - this could be any mid size sedan from any manufacturer. Handsome but not gorgeous
      • 6 Years Ago
      I think you will like even better once you see it in person. The car has alot of nice details that do not translate well into a photo like many other cars fail to do.

      The Nissan GT-R is one that I didn't think much of in a picture but in person it looks amazing.
      • 6 Years Ago
      Having just seen an XF in person yesterday for the first time, I was surprised by just how much better looking it is in person than in the pictures. This one was in Jaguar's dark metallic green colour (very similar to British Racing Greens of old), and I was really really impressed by it. Not sure what it was doing driving round the trading estate where I work here in Leeds, UK, but I'm certainly not complaining!

      Can't wait for it to be officially out so I can go and have a look at one in person at a Jaguar showroom, and maybe even take it for a spin.
      • 6 Years Ago
      Looks to me like a Lexus GS with a Jag hood. :|
      • 6 Years Ago
      I might be actually one of the few who like the car, even though i prefer the S-type.
      In the spot they should have used fewer useless human beings.
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