Jaguar takes over London to launch brand new XE sports saloon

As announced late last week, Jaguar unveiled its highly anticipated XE sports saloon by holding two special events in London on the evening of the 8^th of September.

Jaguar began at Earls Court, the home of 14 Jaguar debuts since 1935. An audience of over 3,000 VIP guests were in attendance with the show narrated by English actor, John Hannah.

The show also included a star-studded performance lineup including Emeli Sande, The Kaiser Chiefs, Eliza Doolittle, the Royal Ballet, 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 lineup.

The show culminated with the reveal of the XE, showing its dramatic journey from the new XE state-of-the-art manufacturing facility in Solihull, U.K. to Earls Court.

The journey began with 1,000 employees at Solihull forming an 'XE' shape as the renowned Red Arrows flew past in formation, while the car was air-lifted by helicopter to London.

The helicopter transported the XE along the Thames to Tower Bridge before transferring it to a high-speed landing craft to continue its journey to Chelsea Harbour. The final leg saw the XE escorted by two 1960's Mark II Jaguar Police Cars from Battersea Bridge into the Earls Court Arena.

Another piece of the unveiling celebrations included the debut of a new song - Feels Like - by British singer-songwriter Emeli Sande.

Jaguar commissioned Emeli to create a FEEL XE track which has been inspired by the public through social media. The song was premiered live as part of an exclusive 45-minute set on a floating stage, positioned in the middle of the Thames river with The London Eye and County Hall as 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.

Moreover, iconic London 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.