Jaguar E-Pace SUV goes SURREAL as it challenges the new Volvo XC40

Jaguar has released surreal ‘warped reality’ images of the new E-Pace SUV as it launches in the USA, and prepares to take on the new Volvo XC40.

There’s a lot of similarities between the new Jaguar E-Pace and new Volvo XC40, and if there’s a real fight for market share it’s probably going to be between the Brit and the Swede, rather than against Audi, BMW and Mercedes.

Both Jaguar and Volvo have risen spectacularly from the ashes of Ford’s Premium brands to establish themselves as successful Premium car makers under their, respectively, Indian and Chinese owners.

And now, with the recent arrival of both Jaguar’s E-Pace and Volvo’s XC40 they are really going head to head for the hearts and minds of buyers in the compact premium SUV market.

Volvo are keen you know the XC40 is a cool and funky, a cousin of the XC60 and XC90 rather than a sibling, with its modern, ‘robotic’ design and lots of cool materials and design features.

Jaguar want you to think of the E-Pace as cool and funky too – the Jaguar ‘Cub’ – and both makers probably have similar sales figures and demographic targets in mind.

So with the arrival of the Jaguar E-Pace in the USA this week, Jaguar has revealed a set of surreal, ‘warped reality’ images to drive home the E-Pace as cool and funky and down with the kids.

Chris Labrooy, a 3D CGI Artist, created the Detroit-located images to “capture the fun, youthful sensibilities of the E-PACE”, and juxtaposed different objects in unforeseen scenarios to emphasise the E-Pace’s playfulness.

The fight between the E-Pace and XC40 is going to be an interesting one; both cars are almost identical in size and pitched at the same market from a similar base, with the E-Pace probably the more dynamic and the XC40 arguably the better looking.

Let battle commence.

Jaguar E-Pace Photos

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