Jaguar brilliantly chose the Sunset Marquis, a Hollywood retreat entrenched in rock n' roll history, to launch the 2011 XJ.  The

2011 Jaguar XJZoom In
The introduction of the most important new Jaguar in decades was not without a light show. (Photo: Automotive Metrics)
five acre property, first opened in 1963, just had a $25 million revamp. The iconic Jaguar XJ sedan, launched in 1968 as the Series 1XJ, has gone through a metamorphosis too.

“Jaguar has always been about Hollywood and glamour. We wanted to go back to the original bold, inspirational design, combining it with agility and sports performance driving. This is truly a car that takes us to where we believe Jaguar should be,” remarked Gary Temple, president of Jaguar North America.

“We are fiercely modern… always looking forward,” he noted.

The Sunset Marquis is, like Jaguar, both modern and classic.  With amenities such as

2011 Jaguar XJZoom In
Parked out front better hotels everywhere. (Photo: Automotive Metrics)
24-hour dining and massage service, an on-site recording studio, a duo of rubber duckies resting on the free-standing tub and a low-key spa, the Marquis has an intimate yet edgy vibe.

The fact that the 2011 XJ launched in Hollywood (with 500 billboards, airport signage and targeted advertising) is an example of how the venerable company is going after a younger, hipper audience - one that is involved in fashion, entertainment, advertising and of course, luxury.

To be noted: with the all-new XJ, Jaguar has also upped its conquest to the likes of

2011 Jaguar XJZoom In
A gorgeous profile shows four-door coupe styling. (Photo: Automotive Metrics)
Rolls-Royce, Maserati and Bentley Continental GT customers.

Continue to Page 2 »