Jaguar takes over London to unveil new XE sports saloon

September 9, 2014

As global car unveilings go, it’s going to take something special to top this one anytime soon.

Not renown for being a car brand that screams “look at me, look at me”, Jaguar changed that perception last night when it took over London to launch its new sports saloon, the XE.

The British manufacturer kicked things off with its 1,000 staff members forming the shape of an ‘XE’ at its production plant, to which the Red Arrows air display team flew past in formation. The new car was then air-lifted by helicopter and transported to London, following the river Thames until it was lowered onto a high-speed craft by Tower Bridge.

The XE was then escorted by two 1960s Mark II Jaguar police cars as it arrived at London’s Earls Court Arena, where it was presented to a crowd of 3,000 people. But that’s not all. Spectators were treated to a number of performances with Emeli Sandé performing a new track, created specifically for the launch, from a floating platform on the Thames.

Later at Earls Court, The Kaiser Chiefs, Eliza Doolittle, the Royal Ballet and members of the London Philharmonic Orchestra took to the stage.

With a global unveiling as hyped - and costly - as this one, we hope the rear-drive XE can live up to its billing. We’ll find out when the car goes on sale next year.