• 57
On Wednesday night, as part of the run-up to the LA Auto Show, Jaguar held a sizable soiree at SoCal's Milk Studios to show off its latest wares to the public and press, with a heavy focus on its 2011 XJ flagship.

With the British automaker's latest model taking center stage, Mike O'Driscoll, Jaguar's managing director, discussed the finer points of the super saloon before announcing that rapper Jay Z will feature the XJ in his upcoming music video, "On to the Next One," a track from his new album The Blueprint 3. The 60-second trailer we saw didn't set our hearts on fire, but with Jaguar's renewed focus on "making Jaguar Jaguar again" and its push to appeal to a broader swath of the world's elite, the collaboration – although slightly awkward and mildly forced – could pay itself forward. It's just a shame about Jay Z's new logo being painted on the flanks of the luxury sedan.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 57 Comments
      • 5 Years Ago
      Rap is very commercial these days and like everyone knows that the majority of the listeners are sons and daughters of rich white folks in suburban settings...Which will be the demographic to target which currently possess the $$$ to actually influence their parents to buy a new XJ because Jay Z is rocking one in it's videos. It's an extension of "I wanna be down and cool" image..It's kinda like what Ciroc Vodka did with Pdiddy, they gave him % ownership of the brand in exchange for him to market the hell out of Ciroc Vodka...As for him being a genius is subjective because you can't based Genius status on the amount of records you sell...
      • 5 Years Ago
      I'm not really sure "making Jaguar Jaguar again" means featuring its new flagship in a rap video.
      • 5 Years Ago
      I wholeheartedly agree. I don't like it on either side.
      • 5 Years Ago
      Sounds like a bunch of haters to me
      • 5 Years Ago
      Oh and Autoblog, since you are using Jay Z's name today, you might want to put happy birthday to him in the article.

      It is his birthday today.
      • 5 Years Ago
      Jay-Z is the greatest of all time. listen to blueprint, black album, and reasonable doubt. then you'll all stop whining.
      • 5 Years Ago
      Interesting how Autoblogers are now experts in Hip Hop music. I'm sure 90 percent of you can't even recognize more than a couple of his songs on the radio. Jay-z is a mogul, nuf said.
      • 5 Years Ago
      If it was an XF I would care. If it was an XK I would care. But the XJ just doesn't appeal to me and I have seen enough of them break without Jay Z helping to care.
      • 5 Years Ago
      All because we want the public to know that Hip-Hop is all about the mainstream bullcrap, MONEY H***, CARS AND CLOTHES

      Kudos to Jaguar, but I'm not buying this.
      • 5 Years Ago
      I still don't want a Jaaaaaggggg.
      • 5 Years Ago
      Obviously no real hip hop fans on here.

      He sucks so bad he's had more #1 Albums then every artist in history except the Beetles. Yes, more then MJ, Elvis, or U2.

      The Blueprint 3 is a very good album. No that you guys have probably ever listened to a Jay-Z album.

      He's also released THREE (Reasonable Doubt, Blue Print 1 and The Black Album) classic hip hop albums which is a feat in itself.

      If you particularly don't like him, that is one thing, but sucking is not something Jay-Z does.

      Carry on...
        • 5 Years Ago
        No, he sucks
        • 5 Years Ago
        "Talkin' bout platinum plaques you hold?
        That's like McDonald's talkin' bout how many Big Macs sold
        ...
        If you hate hip-hop, I feel bad for you son
        I like 99 rappers but Jay-Z ain't one."

        - Sage Francis
        • 5 Years Ago
        Who are The Beetles?

        And 10 million N'Sync fans can't be wrong.
        • 5 Years Ago
        Jay-Z is to hip pop what Avril is to punk rock. Yeah, they sell a ton of records, but the millions of lollipop fans in the suburbs doesn't make you "good
      • 5 Years Ago
      I think a brand with a conservative image like Jaguar needs to be careful who they choose to represent the products. Especially advertising with people in the music industry.

      If some of those company executives knew all the lyrics in his music, they would stay far away.
        • 5 Years Ago
        Isn't the short bus waiting to pick you up???
        • 5 Years Ago
        Typical idiot racist comment by Glock23.

        His name says it all....
        • 5 Years Ago
        OMG QUICK CALL BILL O'REILLY
        Chris
        • 5 Years Ago
        Lol I just love it when people like glock23 who don't know crap about hip hop talk about "lyrical content". If you don't understand hip hop and the context it's in then by all means be quiet. Would you be saying the same thing had it been an actor in an extremely violent movie? Unless you're sheep no one takes rap for more than what it is...entertainment, fun, and being able to relate to it if it's a real life experience
        • 5 Years Ago
        Glock, yes. Blake, no.
    • Load More Comments