Lana Del Rey set to sing praises of Jaguar F-Type
JAGUAR is set to collaborate with American singer songwriter Lana Del Rey as part of its launch plan for its new two-seater sports car, the F-Type.
The marketing ploy is a subtle move by the manufacturer to manoeuvre itself into a new target market aimed at younger customers, especially in a key market such as the United States.
JLR is now stranger to the brand game and used a similar ploy to good effect when it appointed Victoria Beckham as a design consultant for the Range Rover Evoque.
The collaboration resulted in a special edition of the small SUV going on sale, bearing her name. It launched in China where demand for British iconic products is very high.
Adrian Hallmark, Global Brand Director, Jaguar said: “Singer songwriter, Lana Del Rey will collaborate with Jaguar on the launch of the all-new F-Type a two-seater sports car that is a vivid representation of the vitality of the Jaguar brand.
“The allure of Jaguar is in large part due to its duality – a unique blend of authenticity and modernity, two values that we believe are shared with Lana in her professional achievements.”
The all-new aluminium two-seater is set to make its global debut at the Paris Motor Show next month.
The car, which is being manufactured at the firm’s plant in Castle Bromwich, will be displayed in production form for the first time.
“The unveiling of the F-Type in Paris will be a truly significant day in Jaguar’s history as it will mark the company’s return to the sports car market, a market it originally helped to create,” added Mr Hallmark.
Jaguar is hoping the F-Type will follow in it long line of iconic sports cars, while being a showpiece for the firm’s latest cutting-edge engineering technologies and design excellence.
The car is being launched as a convertible with a choice of three petrol engines: 340PS and 380PS versions of Jaguar’s all-new 3.0-litre supercharged V6, and a new derivative of its existing supercharged 5.0-litre V8. All will drive the rear wheels through an eight-speed transmission and will be equipped with Stop/Start technology.