The new Jaguar F-Pace has had a spectacular debut in Dubai, with Burj Khalifa used as a branding space as the F-Pace launches in the Middle East.
The new Jaguar F-Pace may have been revealed last September, but the Middle East launch for Jaguar’s new Crossover (don’t call it an SUV) has only just happened. But it was worth the wait.
Jaguar like a spectacular launch event, and the debut of the F-Pace in the Middle East gave them the opportunity to pull out all the stops, with a spectacular show which included using the Burj Khalifa as a branding space.
Jaguar kicked off the display with a projection of the Dubai city landscape across the centre of the Burj Khalifa, with the F-PAce coming in to view and scaling its length followed by an Arabic calligraphy symbol which took shape and then burst off the screen.
The show culminated with the F-Pace 20 feet off the ground in a firework rainbow finale, with a synchronised reveal also taking place beside the Horse 2007 statue at The Dubai Mall. Jaguar’s VIP guests also enjoyed nibbles and drinkies at Dubai’s Fortnum & Mason, which overlooks Burj Khalifa, so they could enjoy the spectacle in comfort.
Apart from being a spectacular launch for the new F-Pace in the Middle East, Jaguar also took a world first by using Burj Khalifa’s LED illuminated facade (the biggest…in the world) for product branding for the first time.
JLR’s MENA MD, Bruce Robertson, said:
Although Jaguar is no stranger to world-firsts, it is still a niche brand manufactured on a relatively small scale, and to this point I am extremely proud of the regional team for turning this into such a spectacular global milestone which no other commercial brand, international or otherwise has managed to accomplish – it will be celebrated for years to come
Let’s hope Jaguar’s sales of the F-Pace in the Middle East are as spectacular as its launch.
We’d be surprised if they’re not.
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