Jaguar announced David Beckham as brand ambassador for China on March 7.

Teaming with David Beckham, Jaguar roars into the future

Sprinting ahead into its 10th year in China, British luxury brand Jaguar is set to score some spectacular goals with help from David Beckham, its first-ever celebrity ambassador for the country.

On March 7, Jaguar officially announced that the former England captain and active businessman David Beckham has begun his role as its ambassador for China. One of the brand's biggest moves in the year, it will be followed by a series of marketing events, all showing that the iconic British brand is on the move to make it the "Year of the Cat", said the carmaker.

Under a two-year partnership between two British legends both known for their elegance, daring and innovative characters - as well as "never stop achieving" spirit - Beckham will front a China-exclusive Jaguar campaign produced by renowned fashion photographer and filmmaker Peter Lindbergh.

In April, Beckham will visit China to share his "never stop achieving" stories with Jaguar fans.

"We are absolutely thrilled that David will be an ambassador for Jaguar in China. He is someone who embodies contemporary British style and sophistication - a great achiever in many areas and an individual with a genuine passion for design, innovation, performance and continuous achievements," said Bob Grace, president of Jaguar Land Rover China.

Keeping legends alive

He added that the campaign "may hit home even for many non-football fans as what makes Beckham a household name is not just his wondrous free-kicks but also his inspirational stories of continuing to strive - no matter on the field as a professional athlete, on the red carpet as a fashion icon, or back to the field after retirement as a club investor, he is always a positive and progressive role model".

Che Yanhua, executive vice president of Jaguar China, said the global celebrity "never rests on his laurels but always fearlessly explores different possibilities".

"That is why we can say that he represents Jaguar better than anytime before."

Company executives said Beckham's enterprising spirit is the exact message the brand tries to get across in China, where it is growing from a minority player in the premium car segment to a force to be reckoned with and actively approaching young potential customers that want to live a life as animated as the leaping figure on a Jaguar car.

Beckham, a Jaguar car owner himself, feels the same way towards the brand. Vitality is what distinguishes Jaguar from others, he once said.

"How alive are you?" is a question Jaguar poses to consumers and challenges itself to answer. Throughout its 79-year history, Jaguar has always been creating cars as art, with the same high dedication to details. It has never stopped reinventing its work.

Perfections all have a warranty period. Once asked how to improve a great perfection like the E-Type, Ian Callum, design director of Jaguar, said a simple way to get better is to start over. "One should not be afraid of getting a clean slate and trying out all possibilities," he said.

Out of this constant pursuit of excellence, the F-TYPE was born later. The model, as the most dynamically capable, performance-focused, production car Jaguar has ever made, will demonstrate the spirit that Jaguar and David Beckham have in common.

"I've always been an admirer of Jaguar - from the styling and design to the feel and roar of the engine, every element feels uniquely British. I love the classic E-Type of the 1960s and today this legacy is alive in the phenomenal F-TYPE, a car that epitomizes British craftsmanship. It's an honor to support a brand with such an amazing heritage and I look forward to being part of Jaguar's exciting future in China," said Beckham.