Jag You Are: I-PACE takes centre stage during PRIDE Birmingham festival

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A special edition ‘Jag You Are’ I-PACE joined in the fun during the PRIDE Birmingham festival last weekend.

On display during the first day, the all-electric SUV led Jaguar Land Rover’s PRIDE community through the city centre as more than 75,000 people lined the streets to join the celebrations.

Wearing a unique badge, which featured the Jaguar’s head on a rainbow coloured background, the white I-PACE was given some rainbow stripes and emblazoned with ‘Jag You Are’ on the front and sides.

Andrea Rosati, Jaguar Design Manager for Advanced Colour and Materials, said: “With ‘Jag You Are’ and its graphics we talk about individuality and inclusiveness. Going beyond stereotypes – even in the LGBT+ community – we want to celebrate the chance to ‘be your own animal.’

“The artworks are a homage to Polaroid: an instantaneous, immediate image of ourselves, showing who we are without filters.”

Local retailers also got involved, with Stratstone and Guy Salmon both showing their support, with the latter having its own black I-PACE on show with the same colour scheme.

Last year, Jaguar became a member of Stonewall, a charity that works with employers to improve LGBT+ inclusion and engagement.