Jaguar introduces F-Pace in spectacular world-first launch in Downtown Dubai

British, luxury performance brand,Jaguar, chose the iconic Burj Khalifa for the Middle East launch of its first ever performance SUV - the Jaguar F-PACE. On 2 May 2016, the Jaguar F-PACE launched in the region through a stunning, creative and artistic execution, bolstering Jaguar’s standing as the first commercial brand in the world to use the world’s tallest building façade as the ultimate communications platform.

In a progressive and forward thinking region, which has become famous for first-class events, Jaguar chose to do something extra special for the regional launch of the Jaguar F-PACE, utilising Burj Khalifa’s façade to reveal the latest addition to the Jaguar line-up. Jaguar is no stranger to world-firsts. The Jaguar F-PACE broke the Guinness World Record for the largest ever 'loop-the-loop' at its global motor show debut in Frankfurt last September. 

Commenting on the announcement, Jaguar Land Rover MENAP Managing Director, Bruce Robertson, said, “Our cars are a manifestation of our technical artistry – passion, human skill, British design, craftsmanship and ingenuity. Burj Khalifa is a global icon that pushes the frontiers in design, architecture, and construction, and there was no better way to celebrate the arrival of Jaguar’s ultimate practical sports car than with a never-before-seen LED show on the world’s tallest building screen.”

The event perfectly embodies Jaguar’s brand DNA and approach to life: It is not the number of breaths you take that matters; it is the moments that take your breath away. The iconic LED light animation featuring the Jaguar F-PACE was exhilarating to watch, and was designed to get the heart racing and the blood pumping, something that could only come from the fusion of two technical and design masterpieces – the Jaguar F-PACE and Burj Khalifa. It also represented the next instalment of ‘The Art of Performance’ story, Jaguar’s communications platform that was launched in 2015 to celebrate performance that excites the senses and pushes past the limits of convention to become more than automotive exhilaration.

The Jaguar F-PACE is the ultimate practical sports car and the most important launch in Jaguar’s history, putting the ‘sport’ into SUV to deliver the ultimate exhilarating drive experience. Already in high demand around the world, Jaguar customers in the Kingdom will not have to wait to get their hands on the newest addition to the Jaguar family with orders now available through Mahmoudia Motors - the sole and official dealer of the Jaguar and Land Rover brands in Jordan.