Watch Tom Hiddleston Unleash The Jaguar XE Upon The World

Jaguar’s ‘Good to be Bad’ campaign kicked off last year with the introduction of the F-Type starring British actors Tom Hiddleston, Sir Ben Kingsley, and Mark Strong, all of which has been Hollywood’s go-to actors as villains in Hollywood films.

Now, Jaguar is revisiting that tagline again with a new star at the helm, the all-new Jaguar XE. Previously, a 60 second video dubbed ‘Jaguar XE | There’s a New Boss in Town’ sees Tom Hiddleston being the head baddie giving out orders to fellow henchman, Mad Max star Nicholas Hoult, to unleash the Jaguar XE upon the world.

Jaguar is looking to enter the compact sedan market with a bang, targeting the settled German competition in the form of the BMW 3 Series, Mercedes-Benz C-Class, and upcoming Audi A4. With a cool demeanour as the ‘bad boy’ of the bunch, will this lend a hand to assisting sales of the new XE like it did for the F-Type? Only time will tell.

The Jaguar XE slots in beneath the larger XF and features an aluminium intensive architecture. Under the hood are a range of new Ingenium diesel and petrol 2.0-litre engines, with a sole 3.0-litre V6 offering. Power is sent either through a six-speed manual or eight-speed automatic. The car maker is also planning a BMW M3 rival as well if word is to be believed.