Can A 550-Horsepower Jaguar Really Outrun A Man In A Jetpack?

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Coolest. Race. Ever.

Jaguar has come up with a unique way to market its 2016 XJR. The British automaker lined up a race in the desert against a man in a jetpack, specifically Yves “Jetman” Rossy. The Jaguar XJR isn’t exactly a slouch with its supercharged V8 pumping out 550 horsepower, but a man in a jetpack is a man in a jetpack! The Jag is piloted by former F1 driver Martin Brundle and sports All Surface Progress Control (ASPC), or traction control active at low speeds.

Even with the help off the line Brundle faces a tough task. You probably already know who wins but this video is worth watching nonetheless. This is automotive marketing done right, folks. Okay, maybe some of you will disagree. But we can all agree that at the very least this is jetpack marketing done right.

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