At a Historic Venue

"Redefining the concept of the sports saloon," proudly stated Jaguar Cars, introducing their new model,Jaguar "XE"was unveiled in London on September 8, 2014.

The Jaguar XE directly competes with models like the Mercedes-BenzC-Classand BMW3 Series, and Audi'sA4, in the mid-size saloon segment. It shares a front fascia with larger models such as theXJandXF, and is characterized by a proportion that suggests lightness.



The unveiling took place at the Earls Court Exhibition Centre in central London. "We have launched 14 new models here in the past," a Jaguar Cars spokesperson emphasized the historical significance to the attendees before the Jaguar XE's presentation, referring to the venue where London's motor shows were once held.



The venue displayed cars evoking a heritage of sport and luxury, from the pre-war "SS100" and the "Mark 2 Saloon" to the enduringly popular sports car "E-Type" and the "D-Type" that competed in Le Mans. This occasion reaffirmed the strength of brands with a rich history.



Jaguar XE, which Jaguar Cars proudly calls a "true driver's car," was unveiled with an elaborate, musical-style presentation, intended to evoke memories of Jaguar's history of producing era-defining products.

Elaborate Staging Underscores Jaguar's True Intent

The presentation, titled "FEEL XE," was a theatrical production featuring guest speeches and a musical. The elaborate performance allowed attendees to enjoy a story centered around Jaguar.



The protagonist of "FEEL XE" is a young man dreaming of becoming a car designer. Guided by a narrator, he travels through time, meets figures who made significant contributions to Jaguar, such as Sir William Lyons, and ultimately realizes his ideal car – the Jaguar XE.



The presentation transcended mere self-indulgence, thanks to the actual cars like the D-Type appearing on stage, the set design effectively capturing the atmosphere of the 1960s, and the live performances by guest artists such as Kaiser Chiefs and Emile Sandé.



Through the musical, Jaguar proclaimed that throughout its history, it has created products for people who love cars. Just as the E-Type immediately comes to mind when thinking of Swinging London in the 60s, the company asserted that its true passion lies in creating "era-defining cars."