With its Paris debut less than a month away, Jaguar’s return to the two-seat sports car world really doesn’t need an introduction, but then again being sung in and out by a beautiful woman never hurt.
Enter singer-songwriter Lana Del Rey who will work with Jaguar in promoting the F-Type in an obvious springboard from the brand’s recent role on the hit show Mad Men. Set in the 1960s, the show is about a New York ad agency. In recent episodes, Jaguar was portrayed as a hard-to-get client with a sex symbol name.
The brand has since used the unexpected press to promote that image, most recently hosting a cocktail party during the Pebble Beach Concours d’Elegance with Playboy bunnies as guests.
It isn’t clear what Del Rey’s role will be in promoting the new convertible, but there’s a good chance it will be similar to what Victoria Beckham did with sister brand Land Rover for the Range Rover Evoque.
Del Rey’s music is a mix of moden style and retro charm, which is is a commonality between F-Type and the preceding D- and E-Types. Despite having a soulful sound that carries an older feel, her songs are relatable to a younger audience. That could serve to help Jaguar boost its image among buyers who might have otherwise still seen it as a stuffy “old man” brand.