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Helicopter plays key role in snazzy Jaguar XE launch

Sept. 11, 2014, London, U.K. - More than 3,000 guests and celebrities, including the fashion designer Stella McCartney, were invited to a concert at Earls Court arena featuring the Kaiser Chiefs for the big reveal of the new car.


September 11, 2014
By PRWeek

There were also performances from Eliza Doolittle, the Royal Ballet and the London Philharmonic Orchestra.

The concert culminated with guests watching a giant screen that
showed the car’s journey from its manufacturing plant in Solihull to
Earls Court.

The film showed employees at the plant gathering together to form the
letters ‘XE’ while the Red Arrows flew past as the car was airlifted by
helicopter to begin its journey to London.

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Once in London the helicopter took the new XE along the Thames as far
as Tower Bridge before it was loaded on to a speedboat to continue
along the river to Chelsea Harbour.

During the river journey, the singer Emeli Sandé performed a live new
track called ‘Feels Like’ on a floating stage in the middle of the
Thames with the London Eye as a backdrop and 300 fans looking on from a
nearby boat as red flares were launched.

On arrival, the car made the last leg of the journey to Earls Court
escorted by two 1960s Mark II Jaguar police cars and was received by a
guard of honour comprising six manufacturing robots.

The Earls Court venue was chosen because it has been the home of numerous Jaguar launches since 1935.


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