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.