Beckham's first Jaguar appearance at heritage showcase of British brand's journey through the decades, Li Fangfang reports.

The 2014 Jaguar Alive Brand Festival transported visitors through time to experience the past, present and future of the British brand's legendary cars.

The event on Saturday was one of the hottest tickets among the Beijing Auto Show's pre-parties.

Jaguar transformed the Beijing 751 D Park venue into iconic British landmark, the Royal Albert Hall.

The classic British setting in what is a hot spot for the capital's young fashionistas embodied the brand's evolutionary spirit.

Winding the clock back to 1935 visitors were reminded of the vision for Jaguar, held by its founder William Lyons. He dreamt of creating a classic British car with the power and beauty of a feline.

The heritage showcase of the Jaguar SS100, XK120, C-Type, D-Type, and E-Type told Jaguar's story of unsurpassable horsepower, elegance and style. The event also featured the brand's celebrated moments on the racetrack, with the Royal family and on the red carpet.

Part of Jaguar's legendary status comes from its ethos of "Never Stop Achieving", said Ian Callum, Jaguar's design director. The F-TYPE Coupe made its China debut and impressed the crowd with its sporty charm, versatile style and powerful aesthetics. Ballet dances, a soul band performance, opera and singing warmed up the crowd before Jaguar's newly appointed and first brand ambassador for China, David Beckham, appeared on stage.

Jaguar appointed Beckham as its brand ambassador for the country on March 7 this year, and this was his first appearance in his new capacity.

"I'm really proud to be part of it. Working together with Jaguar in China, being Jaguar's brand Ambassador in China makes me feel special," said Beckham.

"I am glad to see people in China realize that with Jaguar, it's not just about the quality of car, it's about the heritage and the British style it brings."

Beckham said the brand's motto, "Never Stop Achieving", was what appealed to him most.

Jaguar's futuristic C-X17 concept car gave the audience a glimpse into the brand's future and planned venture into the SUV segment.

(China Daily 04/20/2014 page25)