Cars & Aviation

Jaguar Signs Up Lana Del Rey to Promote New F-Type

Jaguar Signs Up Lana Del Rey to Promote New F-Type
Jaguar Signs Up Lana Del Rey to Promote New F-Type

Luxury car brand Jaguar has signed up American singer Lana Del Rey to help promote its 2014 F-Type sports car, which will make its world debut at the Paris Auto Show next month.

According to Jaguar’s global brand director, Adrian Hallmark, the appointment of Del Rey as a brand ambassador was inspired by the singer’s distinctive brand of past and present imagery in her work.

The new F-Type features a combination of modern technology with classic stylings inspired by the iconic E-Type and D-Type Jaguars of previous eras.

Ms Hallmark said: “The allure of Jaguar is in large part due to its duality – a unique blend of authenticity and modernity, two values that we believe are shared with Lana in her professional achievements.”

Moreover, it is also hoped that Del Rey’s popularity with a younger audience will help attract a fresh demographic of customer to Jaguar. A major ambition of all luxury car brands is to make inroads with younger markets.

The singer’s precise role in promoting he F-Type has yet to be announced, though previous link-ups between celebrities and car brands may provide some pointers. Earlier this year, Jaguar sister brand Land Rover and singer Victoria Beckham teamed up for a series of special events, including the launch of Beckham’s own special edition Land Rover.

The 2014 Jaguar F-Type will go on sale next year.