Jaguar XE and XF models possessed the same good looks and race pedigree, which posed a problem. Customers couldn't decide between them, and inevitably let their heads decide and chose the cheaper XE.

​

So we devised a way customers could take their senses for a Test Drive that brought their hearts into the equation; customers wore a heart monitor, which measured their pulse rate as they took both the XE and the XF for a drive, then their readings were fed into a computer and overlaid on the engine readout to demonstrate how each model affected them. Inevitably, the more responsive (more expensive) XF got their pulses racing and influenced their choice.