Marking the start of a new expansion programme at Jaguar Land Rover, it's also being used to showcase a new aluminium platform which will eventually underpin a whole new generation of cars.
It's an important milesone then, and with that in mind, here's ten things you should know about the new Jaguar C-X17 SUV concept:
1. The sports crossover has a ground clearance of 210mm, uses Jaguar's intelligent All-Wheel Drive system and Torque Vectoring by Braking, which uses the brake system to rebalance engine torque and reduce understeer.
2. Vehicles based on the new aluminium iQ[Al] underpinnings, such as the C-X17, will be designed to accommodate all-new four-cylinder diesel and petrol engines and the proven V6 petrol engine installed in some Jaguar F-type variants. Company chiefs say the new architecture is designed to accommodate all types of hybrids, but not a full electric powertrain.
3. The front grille of the Jaguar C-X17 is inspired by the XJ, while the headlamps are also a nod towards Jaguar saloons. The grille features a hexagonal pattern, with small aluminium panels within its structure that can close to enhance the vehicle's aerodynamic properties.