So, how do you take on the Germans on their home turf and win?
Jaguar and Land Rover have a long history of dramatic new car reveals, from having Daniel Craig drive the new Range Rover down public streets in New York, through to an F-Type driving through the crowds in Los Angeles, and the slightly bizarre but in every way ambitious unveiling of the Jaguar XE through the medium of a full-on stage production at London’s Earls Court. But taking the Germans on on home turf is something else again.
Of course, a big headline for an evening doesn’t make a car a sales success, but there is something about the drama of these launches that sets a tone that resonates long beyond the unveiling itself, not least because they are all broadcast live now.
I’ve genuinely got very little idea of what is in store, but you can bet your bottom dollar that it will be worth watching. Launching a car that is described variously as a Audi Q5, BMW X3, Mercedes GLE and Porsche Macan rival at the German’s home motor show demands something spectacular to make any kind of impression.