Lana Del Rey has been unveiled as the face of the new Jaguar F-Type. “The allure of Jaguar is in large part due to its duality,” said Adrian Hallmark, Jaguar’s global brand director. “She has a unique blend of authenticity and modernity, which are two values we believe are shared with Lana in her professional achievements.”
The campaign is part of a major push from the company to regain its traction among the young, hip driving elite.
The new F-Type, due out next year as a 2014 model, is supposed to recapture the sports-car heritage the company used to have with its C-Type, D-Type and E-Type sports cars. Production prototypes have had a supercharged V6 engine and are small and light enough to, ostensibly, at least, compete against cars like the Aston Martin V8 Vantage, Ferrari 458 Italia and Porsche 911.
