Jaguar has reportedly spent £4m on a launch event for new model – the XE, which will see the car arrive by helicopter and boat.
According to the Sunday Times, the reveal of the four door saloon car will be viewed by 3,000 VIPs, journalists and car dealers at a London event, with the Kaiser Chiefs, Emeli Sandé and a musical on a stage at Earls Court all booked to entertain.
Phil Popham, group marketing director at Jaguar Land Rover admitted that this was “a big offensive”.
Of the 425,000 cars sold by the group last year, only 77,000 were Jaguars, making Popham determined that the XE will be a success.
“With the XE we’ve got a new smaller car that looks great, drives great and is going to be fabulous. Everything is set up for this car to be phenomenally successful,” he told the Sunday Times.
The launch party will take place on 8 September.