Jaguar calls on heritage to launch new XE saloon

Jaguar called on its heritage to help launch its new baby saloon last night. At a star-studded launch event in London, the XE was escorted from Battersea Bridge to Earls Court by two 1968 Jaguar Mk2 police cars.

But only after the XE had been carried by helicopter along the Thames to Tower Bridge, before being transported on a high-speed landing craft to Chelsea harbour.

The first Jaguar to be built at Solihull, the firm has invested £3.5m in its latest model with the creation of more than 3000 jobs.

Prices for the new car start at £27,000 and it will go head to head with the BMW 3-series. More than 3000 people turned up to the launch event at London Earls Court exhibition centre, which has been home to 14 Jaguar launches since 1953.

Artists such as Emeli Sande and the Kaiser Chiefs performed at the event, with each performance highlighting key moments in the company’s history, from the launch of the SS100 sports car right up to the present day.