Bold New Look for the Famous Jaguar Brand Announced at 2003 New York International Auto Show

Launch of New Advertising Tagline Aligns With Brand Personality

NEW YORK, April 15 -- Jaguar, one of the most recognized commercial brand names, will update its corporate identity from today.

The British luxury car manufacturer will project a more contemporary brand identity in all of its consumer communications and clearly illustrate the technology and performance credentials of its products.

"Jaguar's founder, Sir William Lyons summed it up best when he said, 'The car is the closest thing we will ever create to something that is alive' and it's that notion, of the car being alive, which we will use to define Jaguar from today onwards," said George Ayres, Jaguar's VP of Marketing. "Like the animal, Jaguar has always been about power, grace, speed, and agility."

Commencing the new Jaguar corporate identity, and breaking April 16, is a national print and broadcast advertising campaign designed to further the spirited and lively attributes of the brand.

"Born to Perform," the new tagline, makes its debut in the 60- and 30-second versions of the brand spot "The Beat" and in all supporting advertising executions. Additionally, the famous leaping Jaguar logo assumes a more muscular and powerful look.

Launching alongside TV are two print ads scheduled to appear in major national newspapers and magazines, including The Wall Street Journal, New York Times, USA Today, Fortune and The New Yorker. Outdoor elements will be seen across the country, including placement on the prominent Jumbotron in New York City's Times Square.

This new brand marketing initiative sets the stage for all future Jaguar product-advertising campaigns, including the S-TYPE and the June launch of the all-new 2004 XJ sedan.

"On June 1 we will launch the most technologically advanced road car the company has ever made -- the all-new aluminum 2004 XJ sedan," continues Ayres. "Our new advertising will leverage our cars' performance and technology credentials while reasserting a long time brand truth -- that Jaguar makes beautiful fast cars -- it's as simple as that."

Advertising and Direct Marketing on behalf of Jaguar, is created by the Y&R companies, Irvine.

From its beginning as a manufacturer of motorcycle sidecars, Jaguar Cars has grown to become one of the world's premier manufacturers of prestigious automobiles. The Jaguar marque continues to stand for an unparalleled heritage and a tradition of elegant style, luxurious comfort, and refined performance.

Today, Jaguar offers a four-model range of luxury sedans and sports cars. The 2003 Jaguar X-TYPE makes the marque accessible to a new segment of customers and is the company's first all-wheel drive model. The new X-TYPE sports sedan combines a fresh performance spirit with the luxury, craftsmanship and refinement for which Jaguar is renowned, and all for less than $30,000.

The stylish Jaguar S-TYPE debuted in 1999, and brought a mid-size sedan to Jaguar's model line for the first time in three decades. The full size XJ sedan has been the cornerstone of the marque since 1968 and is the definitive Jaguar. For 2004 the all-new XJ is the most technologically advanced car the company has ever built, using aircraft-style aluminum construction for lightness and strength. Finally, the XK series, including XK8 and XKR coupes and convertibles, provides sports car enthusiasts with luxurious sports cars that deliver exhilarating performance.

For further information, please contact James Thomas, Jaguar Communications Manager, +1-949-341-6140, jthoma98@jaguar.com , or Anne Clinard, Media Communications Specialist, +1-949-341-6847, aclinard@jaguar.com , or Leticia Parquer, Media Communications Specialist, +1-201-818-8182, lparquer@jaguar.com , all of Jaguar.

NOTE TO EDITORS: A complete technical description of the all-new 2004 Jaguar XJ sedan is available at www.media.jaguar.com as well as examples of the new Jaguar 'leaper' logo.