Some say that Jaguar is a shadow of its former self, more so if you bear in mind the synergies with Land Rover. And from a particular point of view, that might be right. On the other hand, the I-Pace, F-Pace SVR, and the 600-horsepower Project 8 based on the XE prove the naysayers wrong.
Another way Jaguar is different from its former self is the marketing effort. The newest ambassador of the brand is pop singer Dua Lipa, which curiously enough, collaborated with Lexus for one of her videos to create an IS with 41,999 light-emitting diodes. Indeed, the car in question is featured in the clip for Be The One.
With Jaguar, on the other hand, the pop star will take things to another level altogether. As part of the “music and technology partnership,” the English singer will perform an exclusive gig in Amsterdam on September 3rd, 2018. Although not much is know about the performance in question, Dua Lipa explained that “all will be revealed” on the night of the concert.
“I love to push boundaries with my music and my performances and this partnership is going to take things to an exciting new level,” said the 23-year-old. “It’s a hi-tech project combining music and Jaguar technology, and I know my fans are going to love what we are creating together.”
Considering that such a collaboration doesn’t come too often, we’re more inclined to think that Jaguar made Dua Lipa an offer she couldn’t refuse. After all, the British automaker has the sort of marketing budget that allows for such extravagant projects.
Behind it all, Jaguar hopes to raise the hype surrounding the I-Pace through this collaboration. Funnily enough, the electric crossover will join Dua Lipa on the stage on September 3rd. It remains to be seen if the I-Pace knows how to sing or dance, but then again, the show sounds promising so far.
Over in the United States, the I-Pace starts at $69,500. Described as “the ultimate all-electric performance SUV” on the automaker’s website, Jaguar might be exaggerating if you remember what the Tesla Model X can do in P100D flavor.
After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well. Full profile
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