2010 NYAS Kicks Off In Style: Jaguar & Automotive
Rhythms Unveil 2011 XJ With The NY Giants
06 Apr 10, AUTOMOTIVE RHYTHMS, Jeff Cutler
USA --- While the New York International Auto Show media day was happening a dozen blocks away at the
Javits Center, the crew from Jaguar was making magic happen at the 40/40 Club on West 25th Street in
Manhattan last Wednesday. Two of the 2011 Jaguar XJ models were parked on the street inches from the
club‘s doors and people started lining up well before the party started. After a day of press conferences and
product intros, across town, the velvet ropes came out and the carpet was laid to welcome VIP guests to a
special evening for the British car maker.
Simply put, Automotive Rhythms and Jaguar, along with Bowers & Wilkins, Storm Watches and the New
York Giants put on THE sophisticated Auto Show event that had everyone talking. It started with the 40/40,
built up with the 2011 Jaguar and then went skyward from there. If you‘ve never been to the 40/40,
Automotive Rhythms VIP affair was the night of nights. Lines were snaking down the sidewalk and most
people had cameras in hand to shoot the burgundy and silver Jags while they waited to get inside where the
music was thumping. To share my description of the club wouldn‘t be fair. I was astounded by the leather
chairs, the monstrous video screens, the multiple rooms. Even the rest rooms were classy. And the energy
on the club floor was palpable.
According to Jaguar/Land Rover North America Communications VP Stuart Schorr, ―The new Jaguar lineup
of beautiful fast cars are especially appealing to successful tastemakers in sports, entertainment and fashion
arenas. Jay-Z's club was the perfect, high-end fun place to bring the car to the marketplace.‖ He added that
2010 is going to be huge for the company. It‘s Jaguar‘s 75th Anniversary and with its return to racing,
everyone hopes for increased momentum in the market for the next few years.
I got there early to explore the club while the tunes blasted by DJ L had me checking my jacket pocket to see
if my phone was ringing because the vibrations went clear through to my chest. It was that loud, but it was
awesome. In fact, once the event kicked off at 8PM, I noticed a bunch of colleagues, a number of auto
industry folks, fashion icons, celebrity DJ's and some pro athletes on site.
Wandering the floor, spread out on couches, chatting at the bar and having a great time were people like
Kimatni Rawlins of Automotive Rhythms, Danny Ware and Osi Umenyiora of the NY Giants, funny man Kevin
Hart and a contingent of media from publications like Forbes, NPR, Consumer Reports and Black Enterprise.
While the music pumped on and guests watched Jaguar and ARtvLive TV segments on the dozens of
HDTVs, photographers and videographers made it seem as if the paparazzi from a Hollywood set had broken
in. Smiling faces, passed appetizers and tasty drinks were the norm. Throughout the evening, discussions
went back and forth to their favorite presentations, the best passed hors d‘oeuvres and drinks and the
classiest outfit in the club. But talk always seemed to turn back to the cars out front.
Even an admitted car guy who has driven the best vehicles in the world, Kimatni Rawlins offered his thoughts
about the new Jaguars. "Jaguar is transcending its image with elevated technology, impressive styling and
interactive connectivity through their products and messaging," said Automotive Rhythms publisher, president
& host. "The new XJ is by far the company's greatest re-invention and positions the brand on equal playing
ground with the Benz S-Class, BMW 7-Series and Audi A8. I can't wait to drive it in a few weeks!"
Rawlins was impressively styled as well (and as usual) in an ensemble from Kustom Looks Clothier of Silver
Springs, MD and a massive timepiece from Storm. Similarly attired - and also impressed with the Jaguar -
were the two Giants on hand. Running back Danny Ware, signed in December 2007, indicated he was
impressed with the new Jaguar. He was also astounded by the turnout and said he appreciated the work all
the sponsors put into the evening. Osi Umenyiora, a defensive end on the Giants, was also outspoken about
the new Jaguar, its specifications and looks. In fact, Umenyiora currently drives a Bentley but told me the
new Jaguar was his pick as the automobile that's likely to perform most like a defensive end - with power and
grace.