Football star fronts Jaguar

David Beckham has become the new face of Jaguar as it kick starts its entry into China. His first role will see him launching the new F-TYPE Coupé there after its global unveiling in London last month. China overtook the UK to become the car maker’s leading market last year as Jaguar increased its presence in the country to catch up with rivals BMW, Audi and Mercedes-Benz. It will open a factory in China to keep up with demand. Jaguar says the F-TYPE Coupé is the most performance-focused production car it has ever made and is headlined by the F-TYPE R Coupé, a 680Nm five-litre V8 supercharged sports car. Beckham says: “I’ve always been an admirer of Jaguar – from the styling and design to the feel and roar of the engine, every element feels British. I love the E-Type of the 1960s and that legacy is alive in the F-TYPE Coupé.” Bob Grace, Jaguar Land Rover China’s managing director, says: “Beckham is a Briton whose achievements mean he has global popularity, and he’s someone who embodies contemporary British style and sophistication.” The print campaign will appear in magazines and on advertising hoardings across China, with a TV campaign starting later in the year.