Jaguar Land Rover (JLR) is unmistakably proud to be British. The vast majority of its cars are built on UK soil and the luxury car maker has demonstrated its national pride several times in the past by slapping Union Jacks on its vehicles.
With Remembrance Sunday fast approaching (November 12th), JLR has honoured Britain’s armed forces – past and present – by unveiling a 35-foot high tribute with a poppy-emblazoned Jaguar F-Type at its Castle Bromwich site where the sports car is built.
Clearly visible to anyone driving on the M6 motorway, the F-Type fittingly faces the Sentinel sculpture that depicts the Spitfires Castle Bromwich was famous for building during World War Two.
Since 2013, more than 750 former servicepeople have been hired by JLR. Such is its support, the car maker is also a gold award holder of the Armed Forces Covenant Employer Recognition Scheme – a voluntary pledge from organisations that wish to demonstrate their support for the armed forces community.
This tribute is the latest commitment from the company in its aim to become the automotive employer of choice for former armed services personnel.
If you look closely, you’ll see that the F-Type carries the words of John McCrae's poem ‘In Flanders Fields’, written in 1915 in the midst of World War One.
This bespoke design by Mission Motorsport, the Ministry of Defence’s charitable authority on motorsport for recovery, was fitted by the charity’s team of ex-servicemen who were discharged from active service with physical and mental injuries.
Gregg Niblett, former Royal Engineer and now senior manufacturing manager for the F-Type at Jaguar Land Rover’s Castle Bromwich facility, commented: “The project team have worked tremendously hard to create a statement of commitment in remembering the fallen and to have that tribute created and brought to life by ex-servicemen who have had first-hand experience of sacrifice is hugely symbolic.”
Stephen Hasley, brand manager at Petrol News, added: “What an amazingly touching tribute this is from Jaguar Land Rover. The F-Type was named World Car of the Year back in April ahead of tough competition from the Audi Q5 and VW Tiguan, making this statement all the more poignant.”
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