Jaguar’s new luxury SUV roared into the Middle East yesterday with a spectacular “world first” launch at the Burj Khalifa, the world’s tallest tower, in Dubai, UAE.

The F-Pace was introduced at a jaw-dropping show on the façade of the tower, with Jaguar becoming the first commercial brand to use the landmark as a branding space.

Thousands of Dubai residents, tourists and VIPs turned out to watch the three-minute spectacle which was seen across the world by viewers on Jaguar’s online channels.  

The show started with a projection of the Dubai cityscape across the huge central panel of the tower’s façade, with the F-Pace outline roaring into view and scaling the length of Burj Khalifa; representing the performance prowess of Jaguar’s newest addition. 

A beautifully crafted Arabic calligraphy symbol by renowned Arab artist Wissam Shawkat then took shape on the façade before bursting off screen.

The spectacle culminated in the dramatic reveal of the Jaguar F-Pace, elevated almost 6 m off ground-level, framed in a rainbow of fireworks to a choreographed finale. 

A synchronised reveal of the car also took place beside the Horse 2007 statue by Fernando Botero at The Dubai Mall promenade level in front of Burj Khalifa.

Spanning a total area of 32,467 sq m, the tower’s LED façade holds the Guinness record as the ‘World’s Largest LED-Illuminated Façade’ and brought to life the Jaguar display using 70,000 LED bulbs synchronised across the imposing structure which stands tall at an impressive 828 m.

Jaguar marked the occasion with an exclusive event held at the quintessentially British Fortnum & Mason overlooking Burj Khalifa, where VIPs were treated to exceptional food and unparalleled views of the display as it unfolded.

Jaguar Land Rover Mena managing director Bruce Robertson said: “The All-New Jaguar F-Pace is the ultimate practical sports car and the most important launch in our brand history; delivering an unparalleled driving experience. What better way to welcome the F-Pace to the region than with a world-first on the world’s tallest building.”  

The all-new Jaguar F-Pace is a dynamic five-seat performance crossover offering a combination of Jaguar sports car inspired exterior design, fused with a practical and spacious luxury interior. Designed, engineered and manufactured in the UK, it has undergone thorough regional testing at Jaguar Land Rover’s Engineering Test Centre in Dubai and is now available to order at exclusive Jaguar retailers across the Middle East and North Africa region.  

Visitors to The Dubai Mall Promenade in Downtown Dubai will be able to see the Jaguar F-Pace show on Burj Khalifa façade until May 9 with scheduled shows between 7 pm to 11 pm.

Jaguar will reveal the new SUV in Bahrain next Monday at the Ritz-Carlton.