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
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