Jaguar Breaks New Branding Campaign - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars
LinkBack Thread Tools Display Modes
post #1 of 1 (permalink) Old 04-16-03, 09:11 AM Thread Starter
Registered User
Stacy94PGT's Avatar
Join Date: Feb 2001
Location: The Hills of North Georgia,USA
Posts: 7,859
Jaguar Breaks New Branding Campaign

Commercial Introduces New Tagline, Spotlights Moby Song
April 15, 2003

By Jean Halliday

NEW YORK ( -- Jaguar North America launches its first brand campaign in two years tomorrow on national broadcast and network TV that will introduce a new tagline.

The brand push, from the automaker's ad agency WPP Group's Y&R Cos., Irvine, Calif., carries the new tagline "Born to perform" (the former tagline was "The art of performance") in a 60-second commercial that also features the song "Love of Strings" by the progressive music artist Moby in a move reminiscent of the automaker's recent campaigns that used music by Sting and The Clash.

Jaguar founder
The brand push features a quote from Jaguar founder Sir William Lyons: "The car is the closest thing we will ever create to something that is alive." Print arrives this week in national newspapers.

The new campaign lays the groundwork for the launch of the 2004 model of the seventh-generation XJ sedan in early June, said George Ayres, vice president of marketing in North America at the Ford Motor Co.-owned brand. The XJ's launch ad, which will feature the new tagline and Moby song, touts the car as "stronger, safer and smarter."

"We want to get everyone aware of the brand before the launch of the XJ," Mr. Ayres said. He said the all-new version of the car will get about half of Jaguar's annual ad budget this year, which he said is about the same as 2002. Jaguar spent $79 million in measured media last year, according to Taylor Nelson Sofres' CMR.

Sales slipped
The marketer expects to sell between 10,000 to 30,000 XJs next year in the U.S., which has been the historic selling range of the model. After impressive sales gains in recent years due to new, more affordable models, Jaguar said its first-quarter U.S. sales slipped by 34% to 10,857 units.

Mark Fields, CEO of Ford's Premier Automotive Group, which includes Jaguar, said the brand won't experience the same big sales gains as in the past, but instead will have a more steady growth pattern.

Attached Images
File Type: jpeg jaguar0415.jpeg (3.3 KB, 2 views)

My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....
Stacy94PGT is offline  
Sponsored Links

  Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
Thread Tools
Show Printable Version Show Printable Version
Email this Page Email this Page
Display Modes
Linear Mode Linear Mode

Similar Threads
Thread Thread Starter Forum Replies Last Post
The New X-type 2.0d. A Diesel With Real Jaguar Style And Refinement RPO83 Diesel Tech 4 06-23-03 07:00 AM
X-Type Slumps: Jaguar creates ad campaign, lease deals to remedy sputtering sales Stacy94PGT Ford Worldwide News 0 05-12-03 07:06 AM
2004 Jaguar XJ8/XJR Stacy94PGT Ford Worldwide News 1 03-17-03 04:34 AM
Jaguar Release: The New XJ: The Ultimate Expression of Jaguar Luxury Sedan Engineerin Stacy94PGT Ford Worldwide News 1 09-14-02 05:50 AM
Jaguar to enter new realm with brand campaign around redesigned flagship XJ sedan Stacy94PGT Ford Worldwide News 0 08-26-02 09:08 AM

Posting Rules  
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On

For the best viewing experience please update your browser to Google Chrome