India-owned Jaguar takes over London

Last night, Jaguar hosted special events across London at iconic locations to mark the world premiere of the new Jaguar XE, the brand’s new sports saloon.
 

With live performances and stunts on the River Thames and at Earls Court, Jaguar, owned by India’s Tata Motors, celebrated British creativity and innovation as part of the unveiling of the Jaguar XE.
 

In a media statement, Jaguar said it has been working with multi-platinum, British singer songwriter Emeli Sandé to create a Feel XE track which has been inspired by the public through social media.
 

Landmarks including the London Eye, County Hall and Shell Building were turned red, while a series of red flares were launched along the river to turn the skyline red during the performance.

Jaguar began its celebrations earlier in the night with an event at Earls Court, the home of 14 Jaguar debuts since 1935. The show culminated in the unveiling of the Jaguar XE, showing its dramatic journey from the new XE state-of-the-art Manufacturing facility in Solihull, UK to Earls Court.

The journey began with 1,000 employees at Solihull forming an ‘XE’ shape as the Red Arrows flew past in formation as the car was air-lifted 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. The final leg from Battersea Bridge saw the XE escorted by two 1960s Mark II Jaguar Police Cars into the Earls Court Arena.
 

Six manufacturing Robots formed a Guard of Honour to reveal the car to the seated audience watching live and the thousands watching online around the world.

British designer Stella McCartney will be revealing her Parisian Feel XE experience later this month, with Idris Elba’s Feel XE project to follow. The new Jaguar XE will go on sale in 2015.

Follow Emirates 24|7 on Google News.