As one of the UK's most experienced vehicle recovery providers, our operatives have seen cars in some pretty out-of-the-way places, but never dangling from a helicopter over central London.
If you were in the capital on Sunday evening, you may have seen it yourself – set against a blazing orange sun.
Social media sites were abuzz with people asking why a helicopter was swooping around central London landmarks like the Shard and Tower Bridge – with a vehicle dangling beneath it.
It was in fact a promotional stunt by Jaguar Cars to market its new 'baby' XE model, which is due to go on sale early next year.
Pictures and videos of the strange sight were uploaded to sites including Twitter and YouTube, as onlookers tried to guess what was going on.
Helen Timlin wrote on Twitter: "Does anyone know why there is a car hanging from a helicopter over London."
As well as an eye-catching introduction in itself, the car-lift was a pre-cursor to a large celebrity-heavy launch event held on Monday in central London.
The Wire actor Idris Elba was present, alongside Stella McCartney and Emeli Sande.
Music was provided by Eliza Doolittle and the Kaiser Chiefs.
The new 'baby' XE sports saloon will go head-to-head with German rivals BMW and Audi in the lucrative premium car market.
The XE will be built at Land Rover's historic Solihull plant – the first non-off road vehicle to be manufactured on the site since 1981.
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