One of the coolest things about product launches is that the automakers tend to go all out. They do them in the most remarkable places, with incredibly sourced talent and, of course, the overall soiree is off the charts.

If I had to pick a company who has always wowed me, it would have to be Jaguar. That's because the company typically thinks a bit outside of the box and does something truly awe-inspiring.

Jaguar XE

For the all-new XE, it wasn't any different. That's because the company decided to host an event right in the middle of London featuring cars from its history. To get a taste of what it was like to be on the scene, check out the company-issued press release and images, below!

Jaguar's press release follows:



  • Jaguar lit up London to mark the unveiling of the new Jaguar XE
  • The Jaguar XE was dramatically delivered to Earls Court by helicopter and high-speed landing craft down the Thames, then escorted by 1960’s Mark II Jaguar Police cars
  • Emeli Sandé premiered her crowd sourced Jaguar FEEL XE track ‘Feels Like’, performing live from the middle of the Thames
  • Performances by Great British talent included Emeli Sandé, The Kaiser Chiefs, Eliza Doolittle and the Royal Ballet
  • Star-studded show at Earls Court revealed the new Jaguar XE to an audience of 3000 V.I.P.s narrated by actor John Hannah celebrating the past, present and future of Jaguar; audience included Stella McCartney, David Gandy, Sam Riley and Brian Johnson
  • The Jaguar XE S features a 340hp supercharged 3.0-liter V6 engine with a 0-60 mph time of 4.9 seconds and an electronically limited top speed of 155 mph1
  • The XE will launch in the UK in 2015 and U.S. in 2016

(MAHWAH, N.J.) – September 8, 2014 – Today, Jaguar held special events across London at iconic locations to mark the world premiere of the new Jaguar XE, the brand’s new sports sedan. With live performances by multi-platinum, British singer songwriter Emeli Sandé, The Kaiser Chiefs, Eliza Doolittle and the Royal Ballet,and exhilarating stunts on the River Thames and at Earls Court, Jaguar celebrated British creativity and innovation as part of the dramatic unveiling of the Jaguar XE.

Jaguar XE


A true driver’s car, the Jaguar XE redefines the concept of the sports sedan thanks to its advanced lightweight construction, streamlined styling, luxurious interior, and outstanding ride and handling. The Jaguar XE S, which sits at the top of the model line-up, provides responsiveness and refinement from a supercharged 3.0-liter V6. Accelerating from 0-60 mph in 4.9 seconds, the XE S has an electronically-limited top speed of 155 mph1. The XE goes on sale in 2015 in the UK and in 2016 in the U.S.

“The Jaguar XE is a really exciting car. It will be a true driver’s car that looks great and the entry price makes it a very attainable Jaguar,” said Phil Popham, Group Marketing Director of Jaguar Land Rover. “Such a significant car for Jaguar deserved a suitably fitting world premiere here in Britain where the car is designed, engineered and manufactured.”

Jaguar has been working with Sandé to create a FEEL XE track which has been inspired by the public through social media. Fans were asked “What makes you feel Exhilarated?” using #FEELXE.

Sandé premiered the new track, ‘Feels Like’, live on the Thames as part of an exclusive 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 crowd of 300 fans watched from a nearby boat and assembled crowds were treated to a projection-mapping spectacle on County Hall that included the public’s social media insights that inspired the song. To create a truly stunning setting, 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.

“This unique collaboration with Jaguar has been a great experience,” said Sandé. “Being able to interact and engage with my fans to create this song is something that I am immensely proud of. It’s even more special to have had the opportunity to perform it live for the first time in such a breathtaking setting as part of the Jaguar XE celebrations.”

Jaguar began its celebrations earlier with a star-studded event at Earls Court, the home of 14 Jaguar debuts since 1935. An audience of over 3,000 VIP guests were in attendance, including Stella McCartney, David Gandy, Sam Riley and Brian Johnson.

The show was narrated by actor John Hannah and included additional performances by members of the London Philharmonic Orchestra and Max Milner from The Voice. Each performance brought to life significant moments in the history of Jaguar, from the launch of the SS100 in 1935 to the global success of the current Jaguar line-up. The show culminated in a spectacular reveal of the Jaguar XE, showing its dramatic journey from the new XE 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 1960’s 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.

Renowned British designer Stella McCartney will be revealing her Parisian FEEL XE experience later this month, with Idris Elba’s FEEL XE project to follow.

1 Always follow local speed limits.

Jaguar XE

Did YOU MISS The Jaguar XE Party? SCOPE Out What It's Like To Party With The Fast Cat HERE!

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