Jaguar announces partnership with David Beckham

7 Mar, 2014 9:12am Jonathan Burn

David Beckham joins Jaguar as brand ambassador for the Chinese market

Jaguar has announced football icon David Beckham will be joining the British manufacturer as a brand ambassador for China. The appointment has been made to help support Jaguar’s forthcoming product launches in the Chinese market.

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The former England and Manchester United ace will be starring in a series of TV commercials and print adverts exclusively in China. The brand’s latest production model, the F-Type Coupe, will be the first model to get Beckham’s official backing, while plans to promote the XJ saloon have also been made.

“I’ve always been an admirer of Jaguar – from the styling and design to the feel and roar of the engine, every element feels uniquely British,” said Beckham. “It’s an honour to support a brand with such an amazing heritage.”

The news follows Jaguar’s announcement at the Geneva Motor Show, that the new baby saloon – set to rival the likes of the BMW 3 Series and Audi A4 – will be called the Jaguar XE. It will be the first model from the British marque to be based on a new and all aluminium architecture – designed to also underpin the upcoming C-X17 SUV.

A new range of petrol and diesel four-cylinder engines will also be offer in the XE, and we can expect to see the new model in the flesh by the end of the year.