Idris Elba will take the new diesel-powered Jaguar XE on a small tour across Europe as part of the company’s latest ad campaign.
The trip will start in London, England, from where the British actor and musician will drive the vehicle for to Berlin for its German launch. The 1,200-kilometre trip will also include a detour to the Spa-Francorchamps track in Belgium, where the XE is to undergo further demonstrations.
Jaguar plans to keep us all updated for the duration of the trip, documenting it in a series of short films, which will be released online starting February 10. Until then, the company will communicate with the fans through its pages on Facebook, Twitter and Instagram.
The XE is a compact sports sedan with a turbocharged 2.0-litre four-cylinder diesel engine that produces 160 horsepower. Given its unprecedented CO2 emissions of 99 kilograms per kilometre, the it’s one of the brand’s most efficient vehicles to date. It’s also expected to be the first model to carry Jaguar’s state-of-the-art infotainment system called InControl.
Jaguar revealed the vehicle last summer at London’s Earl’s Court and then displayed it at the Paris Motor Show. It will hit the European market later this year with a base price of $69,900. North America, however, is not expected to see the vehicle until 2016. If you can’t wait that long, you can check out the XF sedan, which offers a solid sports model of its own.
Idris Elba is not the first celebrity to help Jaguar promote its vehicles, as not so long ago the brand enlisted actor Daniel Craig to advertise the Land Rover Range Rover Sport and singer Lana Del Rey to push the Jaguar F-Type.
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