The Jaguar C-X17 concept will preview one of the brand's upcoming pair of SUVs, as well as its new modular aluminum platform that will underpin its next generation of cars.
The teaser picture accompanying the press release doesn't give a huge amount away in terms of aesthetics, but familiar Jag elements such as the fender haunches and F-Type-style rear lamps suggest this will be instantly recognizable as a Jaguar.
Its emphasis will be more on road performance than off-road ability in order to ensure it drives as a Jaguar should and also to avoid stepping on the toes of sister company, Land Rover.
The car will be unveiled in Frankfurt on 9 September, the day before the Frankfurt show. You can watch it online if that's your thing at 17:10 CET at Facebook.com/Jaguar