Jaguar has revealed it has signed up singer songwriter Lana Del Rey to help promote the new F-Type sports car.
Land Rover chose to use Mrs Beckham to promote the Range Rover Evoque, and went as far as allowing her input in a limited edition Evoque Beckham, a move that probably generated more column inches of PR for Land Rover than any amount of money could buy.
So Jaguar are going a similar way with the F-Type, but instead of signing a Spice Girl they’ve had the sense to look at what is new and cool, and they’ve very sensibly decided the face of the F-Type is going to be singer songwriter Lana Del Rey.
Lana Del Rey is stunning and talented; her music a product of the influences of the ’50s and ’60s. But it’s not a homage or pastiche of music of the past, but a fresh interpretation from a very talented musician using the history of music to create something new and individual.
If that sounds a lot like Jaguar’s pitch for its cars, you’re not wrong. Adrian Hallmark, Jaguar’s Global Brand Director, 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.
Sounds like a plan. The Jaguar F-Type will debut at the Paris Motor Show next month (we assume in conjunction with the delectable Ms Del Rey) and be on sale in early 2013.
And in case you’ve been in a cave for the last couple of years and don’t know who the talented and delectable Ms Rey is, we’ve done our public service bit and published a Lana Del Rey video below.