Jaguar XE S revealed in Jaguar’s ‘Feel XE’ Project launch

Jaguar has enlisted Emeli Sandé, Stella McCartney and Idris Elba to front a campaign for the new Jaguar XE – Feel XE to express ‘Exhilaration’ as the new XE launches.

Jaguar Land Rover has taken to the ‘celebrity launch’ with a vengeance in recent years, enlisting a wide range of faces from Victoria Beckham (and David in China) to Daniel Craig by way of Lana del Rey and a bunch of acting villains. And they’re at it again with the new Jaguar XE.

Jaguar has launched their FEEL XE marketing campaign for the XE today, ahead of its debut in London on 8 September, and are putting the talented Emeli Sandé at the front, although there will also be appearances by Stella McCartney and Idris Elba as the XE campaign progresses.

Interestingly, from a car perspective, Jaguar appear to have stood Emeli next to a production version of the XE (above) badged up as an XE S. We don’t know whether that means an XE with a bigger engine than the 2.0 litre Ingenium versions, but it looks like Jaguar are planning at least some sporty versions for the XE at launch.

The FEEL XE campaign (using the hashtag #feelxe) is asking members of the public to inspire Emeli to create a new song for the launch by stating what makes them exhilarated – on Twitter, Facebook and Instagram in words, pictures, sound or film – and the resulting song will debut with the Jaguar XE by the Thames in September.

Emeli Sandé said:

I’m excited about working with Jaguar on the FEEL XE campaign and with an incredible British brand. The new XE is innovative in its design and I can’t wait to start collaborating with the world, looking at what defines Exhilaration for them, and premiering the track in London at what is going to be an incredible event!

Jaguar will need to pull something special out of the bag to match the spectacular arrival of the F-Type, but a big event on the banks of the Thames is a decent starting point.

We’ll find out what Jaguar – and Emeli Sandé – can deliver on 8 September.