Baby on board

CARS must usually prove themselves on the open road before earning the accolade of a song penned in homage. “Feels Like”, commissioned from Emeli Sandé, a pop star (pictured), to help launch the new “baby” Jaguar on September 8th, will probably not attain the classic status of tunes about Corvettes or T-Birds. Jaguar Land Rover’s (JLR) act of musical hubris is the least of the challenges that the XE, a small and sporty saloon, has to overcome.

The engine has been running sweetly at JLR since it was acquired by Tata, an Indian conglomerate. Under Ford, its previous owner, Jaguar struggled to retain its identity and make good cars with the meagre funds its cash-strapped parent provided. Jaguar was lumped together with Land Rover and sold to Tata for $2.3 billion in 2008. Given money and creative freedom, the firm has thrived. The entry-level XE, on sale next year, has the pedigree for success.