NEWS: Jaguar to drop its ‘Britishness’

Associations with its ‘Britishness’ are no longer Jaguar’s strongest selling point, according to the car manufacturer, which plans to adopt a high-tech image to sell its cars.

Associations with its ‘Britishness’ are no longer Jaguar’s strongest

selling point, according to the car manufacturer, which plans to adopt a

high-tech image to sell its cars.

The 56-year-old brand will be revamped as part of a global marketing

strategy designed to take on rivals such as BMW and Mercedes-Benz in the

mass market.

Jaguar, which has played heavily on British scenes and values in past

advertising campaigns, will use a multi-lingual Internet site, launched

last week, as part of a marketing strategy designed to build a closer

relationship with its computer literate customer base.

The Ford-owned luxury car manufacturer is seeking to extend the appeal

of the brand by emphasising the technical excellence of its vehicles

before launching the first high-volume car in its history, in two years’


The new car, which is designed to rival the BMW 5 Series, will be backed

by the first Jaguar TV advertising in the UK since 1993 and is set to

double Jaguar’s annual production to 80,000 cars.

The Web site was created by multi-media developers Global Beach and can

be accessed in five different languages. The company said research

showed that the Jaguar brand had associations with elegance and a rich

motoring heritage - but was also seen as old-fashioned, low-tech, and

still strike-prone.The aim is to move the brand image on to exploit its



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