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Jaguar New Ad Campaign


IRVINE, Calif., Oct. 10, 2005 - Jaguar will launch a new global brand communications campaign in October that is as alluring and contemporary as its range of cars.

Developed in conjunction with its newly appointed advertising agency, Euro RSCG Fuel, the new campaign reflects the new brand positioning and exciting new advertising direction that Jaguar will now be adopting.

Under the title of ‘Gorgeous’ this marketing and communications strategy will present Jaguar in a way unlike anything seen before within the automotive sector and moves the brand into a new area not currently occupied by any other car manufacturer.

"Jaguar has been making beautiful fast cars for decades and will continue to do so. The ‘Gorgeous’ campaign perfectly captures our trademarks of style, power, luxury and performance", commented Jaguar Cars' Managing Director Bibiana Boerio. "This is an important moment for the company as we move into a new era with a marketing direction that we think will stand out from anything that anyone has ever done before.”

Starting in October, the Jaguar 'Gorgeous' campaign will be progressively rolled-out worldwide, with advertising in television, print and electronic media, depending on market. The first executions of the new campaign will appear in Europe and North America , the largest markets for Jaguar cars.

"This is more than simply an advertising campaign," stated Bibiana Boerio. "It is a communications direction that will become integral to Jaguar's long-term future.

"We will use this approach globally across all areas of our marketing strategy, reflecting the fact that Jaguar customers worldwide are well-traveled and share similar views, interests and expectations".

"The world we live in today has become too dominated by function over form, by efficiency over enjoyment," commented David Jones, CEO of Jaguar advertising agency, Euro RSCG Fuel Worldwide. "This is a world where 'gorgeous' is in danger of dropping off the agenda and for a company like Jaguar that would be unthinkable."

From its beginning as a manufacturer of motorcycle sidecars in 1922, Jaguar Cars has grown to become one of the world’s premier manufacturers of luxury sedans and sports cars and with that, one of the most recognized commercial brands. The company's vision is simple: To produce beautiful fast cars that are desired the world over. The company operates two manufacturing plants in the United Kingdom and is fully engaged in environmental programs, community work and brand awareness exercises such as motor sport.

Jaguar offers a four-model range of luxury sedans and sports cars packed with intuitive technology and safety systems wrapped up in stylish bodies. The X-TYPE premium compact sedan is the company’s first all-wheel drive model combining unmistakable Jaguar looks in an affordable, sporting package. Entry to the Jaguar range via the X-TYPE costs just over $31,000.

Jaguar's mid-size luxury sedan is the S-TYPE distinguished by styling reminiscent of the original Mark 2 and S-type sedans. Positioned above the X-Type in size and price S-TYPE ownership begins at less than $45,000. The flagship XJ sedan has been the cornerstone of the marque since 1968 and is the definitive Jaguar. The 2005 XJ is the most technologically advanced car the company has ever built, using aircraft-style aluminum construction for lightness and strength. It is also the longest and most spacious Jaguar offering a selection of long wheelbase derivatives in the range. The XJ range starts at just over $62,000. The XK series, including the XK8 and XKR coupes and convertibles are Jaguar's sports cars. They combine high performance with luxurious interiors and grand touring capability. Pricing begins at just over $70,000. An all-new 2007 XK range will be introduced from spring 2006.