'14 V8 S here. All the goodies. No lighted rings. Fascinating.

 

Ok, so I did some digging. There are seven dash control units depending on the options and VIN. My "lit" controls would be:

T2R18904
F-Type. With heated seats. Without heated screen. 5.0l with htd seat without htd w'shield, from vin k09576.

Item 5

https://parts.jaguarenglewood.com/v-...hvac--controls

What's your applicable part #?

 

So that's the spec for my build as well, heated seats, no heated windscreen. Puzzled, I went back to the car, turned the garage lights off and cranked up the ambient lighting. And, I'll be damned, the rings light up. I will say that it's subtle, and nothing like the picture the op posted. Thanks!!

 

Solved! The rings will probably appear brighter after you have time for dark adaptation.

 

Well, despite writing (#17 above) that there was no illumination around my controls...I checked again today in a dark garage and EUREKA!:

 

If you could see it in the daylight, it would blind you at night.