DO NOT disregard Jaguar's glitzy launch of its new XF model in Monte Carlo merely as a junket.
Hundreds of influential motoring journalists from around the world are being invited there over the next six weeks.
Meanwhile, hundreds of dealers are being flown to Malaga to test drive the car.
Their support is crucial if the new car is to succeed – as we are sure it will.
Already there have been 8,000 orders placed worldwide. The car has excited the imagination of petrol-heads with a wad of spare cash burning a hole in their pocket.
Jaguar – an iconic car-maker whose success is vital to this region's prosperity – is doing the right thing by giving the XF a high-profile launch.
It is a gem.