Not content with his ambassadorial role for China’s top football league, David Beckham has signed up for diplomatic duties with carmaker Jaguar too. This week the British firm announced that the former footballer would be its China ambassador.
Jaguar, which grew its Chinese sales 140% last year to 17,876 vehicles, was ebullient about the move. Local boss Bob Grace said of Becks: “He is someone who embodies British style and sophistication – a great achiever in many areas and an individual with a genuine passion for design, innovation, performance and continuous achievement.”
Beckham then added that he was a long-term admirer of Jaguar “from the styling and design to the feel and roar of the engine, every element feels uniquely British”. He also drives one. But the China Daily then asked Beckham how it was possible for a man who owns 29 cars to represent just one of them commercially. The former England captain replied that he had a “visceral connection” with the Jag owing to its British craftsmanship and heritage.
It isn’t the first time that the Beckhams have been involved with Jaguar Land Rover in China. Beckham’s wife Victoria had a hand in designing the interior of a special edition Range Rover Evoque, which she promoted at the Beijing Auto Show in 2012 (see WiC148).
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