One of the most exciting (and highly teased) debuts at the Paris Auto Show is the new Jaguar F-TYPE, which Global Brand Director Adrian Hallmark calls the brand's "first sports car in 50 years" and many fans hail as a return to Jag's roots.
While the new arrival was feted at the Musee Rodin this week at an affair graced by the presence of American singing sensation Lana Del Rey and Hollywood director Ridley Scott, the highlight for auto enthusiasts was the unveiling of the F-TYPE to assembled global car media by Hallmark and other Jaguar executives.
Owned and being revived by Tata Motors after the Indian industrial conglomerate bought it from Ford, Jaguar is counting on F-Type to turn heads and keep its strong sales momentum going,reports the Wall Street Journal. In the effort, the all-new two-seater is a front-engined, rear-wheel-drive convertiblewith three powertrain options, including a V8S version that will reach 60 mph in 4.2 seconds and has a top speed of 186mph.
"It's very symbolic," Hallmark said at the F-TYPE unveiling for journalists in Paris. "It helps get us back into a segment that we helped create." He said that F-TYPE reflects the brand's "enviable heritage and unique DNA."
"Jaguar is a founder member of the sports car segment with a rich sporting bloodline stretching over 75 years, and in the F-TYPE we’ve reignited that flame," he added. "The F-TYPE isn’t designed to be like anyone else’s sports car. It’s a Jaguar sports car – ultra-precise, powerful, sensual and, most of all, it feels alive."
But as much as for its performance characteristics, Jaguar executives want the new model to be recognized for the kind of classic, eye-stopping design that characterized Jaguar for decades. Ian Callum, Jaguar's director of design, hailed the car's "great proportions and fantastic silhouette." In a design sense, too, Callum said, F-TYPE will become "the center of the brand" as it takes Jaguar "back to where we should have been."
Soon American consumers will be able to judge F-Type for themselves. Lately, with rising U.S. sales, Jaguar has been scoring better and better with them. F-TYPE is also positioned at a slightly more affordable price point, meaning Miss Del Rey and her better-heeled friends might consider purchasing one.
As for Miss Del Rey, her presence at the launch was more than just eye candy — she performed a new song, "Burning Desire," which was commissioned by Jaguar and will be featured on her new album, "Born To Die: The Paradise Edition."
It's also the soundtrack a short film starring Golden Globe nominee and Emmy Award-winning actor Damian Lewis, which will be produced by Jaguar in association with Ridley Scott Associates. It's slated to be filmed in South America and released in early 2013.
Recalling the BMW Films project, Kai-Lu Hsiung, Managing Director of Ridley Scott Associates, said: ”Film is an innovative platform for Jaguar to launch this car and we’re hugely excited to be working on this project. This will be a genuinely surprising story for a brand to tell and we can’t wait to share it with film lovers and car fans across the globe.”
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