Jaguar XE off on a road trip with Idris Elba

The new Jaguar XE will soon start hitting UK roads, and Jaguar have recruited another celebrity – this time actor Idris Elba – to help get the XE message out.

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No one can dispute the rise and rise of Jaguar Land Rover in recent years, so JLR’s fondness for recruiting celebrity names to promote their products should be taken seriously.

From David and Victoria Beckham by way of Daniel Craig, David Gandy and Lana Del Rey, JLR have enhanced the pay packets of many a celeb as well as boost their own sales. And now they have another celeb to add to the list.

The Jaguar XE is going off on a road trip from London to Berlin in winter conditions, with actor and petrolhead Idris Elba in the driving seat to get the world to sit up and notice the new XE.

Idris is taking the ‘company car star’ XE with the 163PS engine, 75mpg and just 99g/km emissions from London to Berlin over a three day period, with live tweets on @jaguar and a series of short films to chronicle the adventure.

Idris Elba said of his XE escapade:

My work takes me around the world, but I rarely have the time or luxury of getting behind the wheel for myself. I wanted to do this trip and record the experience through a series of short films.

I have long been a fan of Jaguar’s incredible sporting heritage and have been truly impressed with how the brand has evolved over the past few years. It’s a real privilege to drive the new XE on this road trip across Europe.

But Idris isn’t just expected to drive the XE and extol its appeal, he’s also expected to arrive at the XE’s German launch and DJ at a special launch event in Berlin.

The things an actor has to do to earn a crust.