New Jaguar model unveiled by firm

The official unveiling took place on Thursday evening Changing face of Jaguar

Jaguar has unveiled its new model - the XJ sedan.

Industry experts have said sales of the new model will be important to Jaguar Land Rover, which has lost about £1m a day in the past 10 months.

The Midlands-based company was bought by Indian giant Tata from Ford in 2008. The XJ sedan was shown off on Thursday evening at a ceremony in London.

It was designed at Whitley in Coventry and will be built at the Castle Bromwich factory near Birmingham.

The original XJ model dates back to the late 1960s and has been a flagship of Jaguar since then.

The current XJ model was launched in 2003 and underwent a makeover in 2007.

Designer director Ian Callum said: "The original XJ was a very stunning, revolutionary car and it's rightfully our place to go back there and proclaim that place again.

"I have no qualms whatsoever about changing the XJ into what I feel it should be and what the rest of Jaguar feels it should be."