Jaguar is trying to reinvent the image of its XJ flagship, which had come to be associated with crusty old men trundling around England's Lake Country. The first step was to revitalize its styling, which company design chief Ian Callum did to ambitious effect. Now Jaguar is trying to put fresh sets of eyes on the 2011 Jaguar XJ, which goes on sale in the U.S. in April.
And so the company announced yesterday at the LA Auto Show, that the XJ will have a promient role in an upcoming Jay-Z video, "On to the Next One." Jaguar showed a 60-second trailer yesterday, while releasing this photo of the XJ on the video set.
The video will be released in full on the Jaguar web site in January.
brn says:
11:45 AM, 12/ 3/09
I'd ask who Jay-Z is, but I'm pretty sure I don't care.
hansverner says:
01:14 PM, 12/ 3/09
@ brn
You should not care. Jay-Z is just another rapper idolized, for no meaningful reasons or merit, by young adults. Seriously Jaguar, a rap video? You think that this will help? Escalades are one thing, but a 90K luxury sedan? Lets remember who can actually afford these XJs. It's not 22 year old men, but rather middle age and up white guys.
jackson611 says:
01:24 PM, 12/ 3/09
@ brn and hansverner:
Jay-Z is more than just a rapper and rap has moved beyond inner city youths. rap music appeals to younger people because there are no 60 year old rappers (unlike country, rock, etc.). at a recent Jay-Z concert the floor seats and box seats were not occupied by teenagers, but instead by 30-40 year old people. being 20 i felt kind of out of place.
by doing this Jag is able to bring a hot new car to people who can buy it and get those of us who will be able to buy it in a few years something to look up to. and the video will be seen by millions of people world wide. all for a car and a few thousand dollars.
hondacura4 says:
02:10 PM, 12/ 3/09
"You should not care. Jay-Z is just another rapper idolized, for no meaningful reasons or merit, by young adults."
@Hansverner, you just gotta love stereotypes don't you? FYI, Jay-Z isn't your ordinary "rapper" as he gives back to the community where he grew up and gives lectures to inner city kids about gang violence, drug awareness and how to overcome the fear, the struggle and so many negative influences that inner city children face. Jay-Z is a fine example of just that, a person who was in a very..very negative environment yet somehow survived, was able break the mold and build a multi-billion dollar empire. A positive influence? Yes, I think so.
Jay-Z isn't just "another rapper" as you stated as he also:
- Has his own recording label.
- Has his own talent management co.
- Has his own clothing line.
- Has several high end restaurants/sports bars.
- Has ownership in a professional basketball team.
- Has several substantial endorsement deals.
- BEYONCE is his wife!
Given Jay-Z's origins and surroundings as a child, I think he's done quite well for himself...don't you?
http://www.youtube.com/watch?v=4URUYe-8424
brn says:
03:20 PM, 12/ 3/09
So he's a successful rapper?
I'd say I still don't care, but a little Googling shows he's one of the few rappers that isn't gang affiliated. Good for him. That shit needs to be taken more seriously than it is.
bodyblue says:
03:57 PM, 12/ 3/09
Who cares about Jay-Z......the Jag looks really good in that pic!
bimmerjay says:
12:27 AM, 12/ 4/09
Good lookin' car. A lot of CLS in the profile. And are those LEDs I spot along the bottom of the headlights, a la Audi?
And LOL at the Jay-Z comments. I would think even the older folks would have heard of him, he's an established icon.
mrryte says:
07:11 AM, 12/ 4/09
I don't care for his music, but I'll give him some credit for being a smart enough to invest his $$$ and time in creative ways rather than ending up like MC HAMMER. A lot of today's athletes and entertainers would be wise to do the same.
BTW; as a side note-
"- Has ownership in a professional basketball team."
You didn't mention which one: the 0-18 (and counting) New Jersey Nets.
brn says:
07:14 AM, 12/ 4/09
Back to the car. I just can't get into the new designs. Doesn't look like a Jag.
sgude says:
12:02 PM, 12/ 4/09
Hondacura4,
I've been all around the world and I've gotta tell ya, there's no place like America, good and bad. Stereotypes will never die in this country, although it isn't from a lack of some people trying.
Jay-Z is a cultural icon, and if there are people who are myopic enough to not know that, it makes me wonder what else they are ignorant of.
Sure, not many young people can afford the Jag, but neither can a lot of "middle age and up white guys." Jaguar is smart in positioning this car as an aspirational vehicle to young people. And for the record, 70% of rap is bought by suburban (okay, white) kids. To tell the truth, I think 70% of the XJ's market will be women.