11 September 2009

Jaguar XJ

Jaguar creates a luxury space for all-new XJ in Knightsbridge

11 September 2009 - The all-new Jaguar XJ will take Knightsbridge by storm this autumn with the opening of a unique luxury viewing room at the Berkeley hotel. Owned and managed by Maybourne Hotel Group, The Berkeley is situated in Knightsbridge, in the heart of London's luxury shopping district, making it an ideal home for one of the world's most luxurious brands. The Berkeley will play host to Jaguar's new flagship model until December this year.

Mike O'Driscoll, Managing Director of Jaguar Cars, said: "Creating this unique space is part of an ongoing relationship between Jaguar and Maybourne Hotel Group. This new relationship between two thoroughly modern, yet quintessentially British, brands, represents another key element of our innovative marketing plan for the all-new XJ".


"By creating this contemporary space in such a prime London location, we will not only be able to entertain potential XJ customers from the UK, we can reach a huge number of foreign business men and women who make The Berkeley their hotel of choice when visiting the city. Potential customers will have to wait until the end of the year before this new model will be in Jaguar dealerships, making this extended visit to The Berkeley a great opportunity to view the car in the metal".

Stephen Alden, Maybourne's Chief Executive Officer said: "The spirit of The Berkeley culture is built around all aspects of exquisite innovation and Jaguar's XJ model captures this same essence. Our venture together is a natural match and we are delighted with the partnership".

The 'look and feel' of this Jaguar space is consistent with the approach taken by the brand at the Saatchi Gallery for the XJ's global reveal event which took place in July. Building on the success of the new XK and XF models, the introduction of the all-new XJ is a landmark for the revitalised Jaguar brand. Clearly positioned as the company's four-door flagship, it extends the appeal of the XJ to a new generation of customers.


The all-new XJ is available to order now, with the first customers due to receive their cars in early 2010. Prices start at £52,500 for the standard wheelbase 3.0-litre V6 diesel Luxury.