Jaguar has come a long way. They have had trials and tribulations in years past, however they have hit big in the last 3 to 4 years. The whole ethic and character of the company has helped in producing cars that suit the lifestyle of motoring today.
Jaguar Middle East in association with Al Tayer Motors has with panache and style launched the new and quite amazing Jaguar XE in the UAE. I had an invite, so I shall share the experience.
On the 9th June I pressed my shirt, placed on my jacket, grabbed the camera and made my way to this much anticipated and important event for Jaguar Land Rover (JLR). I was received well with juice and a smile. A little early I had to wait a short while for the doors to open. At eight the doors were pushed open and all were escorted into the main hall. Low lights, tall tables glowing different colours and a large stage area with advertising video. A covered XE sat at the back of the hall ensuring the tension of anticipation. Thankfully I could stop chewing my nails as the drinks and small snack foods were in constant motion. Approximately 200 people mingled, sharing thoughts and experiences, while eagerly waiting.
Jaguar Middle East in association with Al Tayer Motors has with panache and style launched the new and quite amazing Jaguar XE in the UAE. I had an invite, so I shall share the experience.
On the 9th June I pressed my shirt, placed on my jacket, grabbed the camera and made my way to this much anticipated and important event for Jaguar Land Rover (JLR). I was received well with juice and a smile. A little early I had to wait a short while for the doors to open. At eight the doors were pushed open and all were escorted into the main hall. Low lights, tall tables glowing different colours and a large stage area with advertising video. A covered XE sat at the back of the hall ensuring the tension of anticipation. Thankfully I could stop chewing my nails as the drinks and small snack foods were in constant motion. Approximately 200 people mingled, sharing thoughts and experiences, while eagerly waiting.
The time came and Jaguar Land Rover’s Managing Director MENA Bruce Robertson gave his opening speech and officially announced the Jaguar XE. The lights dimmed further, the music set a tone of progression and power and two dancers came from behind the screen. They attached themselves to chains and were lifted above the height of the screen. As the dancers started to rotate the screen itself began to rotate and slowly a red covered car among flashing lights appeared. The screen eventually stopped, the lights were still moving with the music and the dancers were now back on the stage. They fluidly walk towards the car and with one swift motion removed the red silk cover to expose the Jaguar XE R Sport. A second 2 litre XE had been exposed among the audience at the back of the hall. At once there was the immediate rush to get close, to touch and feel the car that was standing proud.
The Jaguar XE like many cars has been produced to compete in the market with the likes of BMW and Mercedes and compete it will. The more conservative style shows more appealing to a larger age range; it looks agile and as determined as its makers. Jaguar is again showing how stylish and sophisticated they can be and will very likely ‘Rule the Road’ in this sector of the market. Jaguar’s sales have been increasing progressively in the last two years and the XE is sure to enhance on that.
We will know more when the chance comes to be able to drive the XE. Already I have a good feeling about the car. My experience having driven the XJL and the F-type V8 already gives a good feeling of the XE of which I find elements of both in the styling. I was impressed by them and am confident that I will be impressed by the XE.
Article Written By: James Hutchinson
Photography: James Hutchinson
Al Tayer Motors Dubai Click here
We will know more when the chance comes to be able to drive the XE. Already I have a good feeling about the car. My experience having driven the XJL and the F-type V8 already gives a good feeling of the XE of which I find elements of both in the styling. I was impressed by them and am confident that I will be impressed by the XE.
Article Written By: James Hutchinson
Photography: James Hutchinson
Al Tayer Motors Dubai Click here
