With plenty of razzmatazz and a heavily camouflaged car, Jaguar has confirmed what we already knew - that it will be making a new small sports car to compete with the Porsche Boxster and Cayman. An E-Type replacement, if you will.
It has also confirmed the name: F-Type. Sadly, the only pictures we're getting at the moment are of the disguised prototype, but we can now expect a slew of carefully presented teaser information before the production car is finally presented, probably at the Paris show in September.
It is fairly easy to make out from the pictures, though, that the soft top F-Type has a substantially chunky pair of shoulders over the rear arches, and a lovely fat pair of central tailpipes.
Announced officially at the New York Auto Show yesterday, the F-Type will launch as a two-seat convertible, but a coupé will come shortly afterwards. The convertible will go on sale early next year.
Addressing the New York show, Jag's brand director Adrian Hallmark said: "We showed the C-X16 concept in September 2011, and the reaction to it has been so positive that we've accelerated our development of an all-new Jaguar sports car.
"Its development is a vivid representation of the confidence and ambition of the Jaguar brand, and the desire amongst our engineers and design team to produce a world leader in a market segment that we have been absent from for too long. But no longer...the F-Type is coming."
Jaguar's design boss Ian Callum added: "A true sports car needs to be pure in both its purpose and its form; to have the opportunity to produce such a car for Jaguar has been a privilege both for myself and for my team.
"The C-Type, D-Type and E-Type Jaguars were all sports cars that held true to this principle in their era, and the F-TYPE will hold true to that same principle in its time, a time that is soon to arrive."
So there you go. A new era for Jag - and it's not even a filthy looking SUV. Hoorah! We'll keep you posted...