• Actor Nicholas Hoult, star of Jaguar's latest British Intelligence campaign, to help bring The Boffin's Lab to life at Friday night VIP opening reception
• The Boffin's Lab Powered by Jaguar, WIRED Insider and Ars Technica will feature everything needed for a real‑life Boffin, including items curated by WIRED tastemakers
• All‑new Jaguar XE on display at The Boffin's Lab Powered by Jaguar, WIRED Insider and Ars Technica Friday‑Sunday, March 13‑15

(AUSTIN, TX) ‑ March 13, 2015 ‑ The Boffin's Lab Powered by Jaguar, WIRED Insider and Ars Technica will open to the public today during the annual Austin, TX tech conference, which begins this week. This one‑of‑a‑kind curated lab celebrates the best of tech gear and extends Jaguar's "British Intelligence" and "British Villains" marketing campaigns which launched last year. The exhibit will be open to the public March 13‑15 at The Hangar Lounge in Downtown Austin. Consumers will also have the opportunity to be among the first in the U.S. to view the all‑new Jaguar XE, which goes on sale in 2016.

Actor Nicholas Hoult, who played the original mastermind in the "British Intelligence" campaign, will join Jaguar for a VIP opening reception on Friday, March 13, to kick off the weekend‑long exhibition. The Boffin's Lab will allow consumers the opportunity to interact with the latest technology to assist a villain in his ultimate quest. Attendees will be able to experience Leap Motion technology ‑ a virtual reality activation that builds upon basic oculus rift technology with motion controlled experience ‑ and take home a 3D printed Jaguar XE replica from Makerbot. Additionally, boffin bags curated by WIRED tastemakers will be on display and feature themes such as "Looking into the Future" and "Going Behind the Scenes."

Earlier this year, Jaguar launched the #EveryVillainNeeds social media campaign to invite consumers to step into the shoes of a villain. The campaign asked consumers to think like a villain in a variety of situations. Four winners were selected to come to Austin for the annual festival and conference event.

"Jaguar vehicles are always on the cutting edge of design and engineering and The Boffin's Lab Powered by Jaguar and WIRED Insider is a great opportunity for us to showcase some of the latest technological innovations in a fun and engaging way," said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America LLC. "The partnership with WIRED Media allows Jaguar to bring to life the exciting 'British Intelligence' campaign and we're thrilled that the star of our latest campaign, Nicholas Hoult could be with us to also celebrate the new Jaguar XE compact sports sedan here in Austin."

Earlier this year, Jaguar launched the #EveryVillainNeeds social media campaign to invite consumers to step into the shoes of a villain. The campaign asked consumers to think like a villain in a variety of situations. Four winners were selected to come to Austin for the annual festival and conference event.

The "British Intelligence" campaign expands upon the premise that a Brit's charm, precision and ambition have long made them the best villains in film, by adding that superior technology is also essential to great villainy. It is an evolution of Jaguar's highly acclaimed "British Villains" campaign for the F‑TYPE Coupe, which debuted in the 2014 Super Bowl. "British Intelligence" showcases Jaguar's complete luxury sedan lineup, including the XJ, XF and the all‑new XE, which goes on sale in the U.S. in 2016.

GRAND OPENING:

Friday, March 13

8:00 PM ‑ 9:00 PM: VIP Opening Reception

9:00 PM ‑ 11:00 PM: Open to the public

EXHIBITION HOURS:

Saturday, March 14‑Sunday, March 15

12:00 Noon ‑ 7:00 PM: Open to the public

WHERE:

The Hangar Lounge

318 Colorado Street

Austin, TX 78701

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About Jaguar

Jaguar is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company's vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today's Jaguar lineup consists of the XJ luxury sedan, XF sports sedan, the XK Coupe and Convertible sports cars, the XE compact sports sedan and the two‑seater F‑TYPE. Jaguar designs, engineers and manufactures exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs. For more information visit the official Jaguar website at http://www.jaguarusa.com.

About Jaguar Land Rover

• The United States is one of the leading global markets for both Jaguar and Land Rover

• Jaguar Land Rover employs 32,000 people and sells vehicles in 170 countries around the world

• Jaguar Land Rover has two state of the art engineering and design facilities and four advanced manufacturing plants in the UK

• Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA

• Jaguar Land Rover is represented by more than 330 independently operated retail outletsin the USA