Tata Motors‘ Jaguar claimed to have taken over London on Monday night (8 September) as it presented a “star-studded show” at Earls Court to reveal its new BMW 3-series-targeting XE to an audience of 3000 “VIPs” narrated by actor John Hannah.
Earls Court was for years home to the British motor show held annually in October and 14 previous Jaguars were launched there starting in 1935.
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The star car was delivered to the venue by helicopter and high-speed landing craft down the Thames, then escorted by 1960s Mark II police cars.
Multi-platinum, British singer songwriter Emeli Sandé composed a track called Feels Like live on the Thames as part of a 45-minute set on a floating stage positioned in the middle of the river with the London Eye and County Hall as a backdrop.
A projection-mapping spectacle on County Hall included the public’s social media insights that inspired the song. Landmarks including The London Eye, County Hall and Shell Building were turned red, while a series of red flares were launched along the river during the performance.
Earlier, an audience of over 3,000 guests saw a show tracing Jaguar’s history narrated by actor John Hannah with performances by Sandé, The Kaiser Chiefs, Eliza Doolittle, the Royal Ballet, members of the London Philharmonic Orchestra and Max Milner from The Voice.
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By GlobalDataThe journey began with 1,000 employees at the Solihull factory (the first time the Land Rover factory has built a Jaguar) forming an XE shape as the Royal Air Force Red Arrows display team flew past in formation as the car was airlifted by helicopter to start its journey to London.
The helicopter carried the car along the Thames to Tower Bridge before being placed on a high-speed landing craft to continue its journey to Chelsea Harbour. Six manufacturing robots formed a guard of honour to reveal the car.
Jaguar Land Rover marketing chief said: “The Jaguar XE is a really exciting car. It will be a true driver’s car that looks great and the GBP27,000 entry price makes it very attainable. Such a significant car deserved a suitably fitting world premiere here in Britain where the car is designed, engineered and manufactured.”
The new, rear-drive cars uses lightweight construction and engine options will include a new range of four cylinder, petrol and diesel engines made in a new factory in Wolverhampton as Jaguar, under owner Tata, slowly weans iself off former owner Ford’s engines.
The aluminium-intensive XE is the first model developed on JLR’s new modular vehicle architecture.
The top S model has large front air intakes, chrome side vents, rear spoiler and optional 20-inch forged alloy wheels and has supercharged three-litre V6 petrol engine from the F-type coupe.
Other models will have I4 petrol and diesel engines with six-speed manual and eight-speed automatic transmissions. Jaguar claims this new Ingenium engine family will have fuel consumption and CO2 emissions as low as 75mpg and 99g/km.
The XE is also the first Jaguar with electric power steering.
The purpose-built manufacturing facility at Solihull plant is part of a GBP1.5bn spend expected to create 1,700 jobs.
The XE goes on sale in 2015. Full range details will be announced at the Paris show on 2 October.
