To highlight its latest car's lightweight construction and its agility, the Jaguar XF is taking to a tightrope in one of the company's most ambitious publicity stunts to date.
The reveal, scheduled for March 24 -- a week before the New York Autoshow -- will bring a new meaning to driving by wire.
In recent years, Jaguar Land Rover has become almost as renowned for its publicity stunts as it has for executive sedans, sportscars and luxury SUVs.
For the launch of the Range Rover Sport, Daniel Craig raced the new car through Manhattan. For the official reveal of the Land Rover Discovery Sport the company built an off-road course complete with giant wellington boots on a barge and sailed it down a Paris canal.
And, for the XF's big entrance, the company has turned to stunt driver Jim Dowdall whose expertise has graced the screen in Bond, Bourne and Indiana Jones films.
Dowdall is going to drive the XF across two 34mm diameter steel high wires suspended above the water. As well as being potentially dangerous - Jaguar says it's a long way down - the stunt has been dreamed up to highlight the car's lightweight credentials.
Jaguar has become obsessed with the weight saving credentials of aluminum as a way of increasing its cars' rigidity while also boosting fuel economy. Its F-Type convertible and coupe have aluminum bodies as does its new entry-level XE executive sedan which boasts best in class fuel economy figures.
The company is promising more of the same with its big brother, the XF which, according to Ian Callum, Jaguar's Director of Design: "Will be the best looking car in its class. Elegant, handsome and with proportions that imbue a great sense of integrity -- the all-new XF will be true to the strong tradition of sporting Jaguar saloons while being completely of its time."
However, as well as looks, the XF will be capable of returning over 70mpg (4l/100km) a combination of attributes that could make it a very tempting alternative to the BMW 5 Series, Mercedes E-Class and Audi A6, its direct rivals.
After the high wire stunt, which will be streamed live from 7 PM GMT on March 24, the XF will be making an appearance at the New York Auto Show on April 1 where the entire range and full technical and performance details will be revealed.