Jaguar has unveiled a new global marketing and branding strategy. Together with the launch of a new Jaguar logo and corporate identity, the marketing campaign aims to increase awareness of the brand amongst a new audience and to enhance the Jaguar’s desirability.
The campaign is designed to capitalize on the existing emotional pull of Jaguar’s cars and challenges consumers to answer the question: ‘How alive are you?’
Jaguar will be promoting their message through print, television, outdoor and digital advertising. Jaguar’s Global Brand Director, Adrian Hallmark, commented, “Jaguar’s current range already represents an enviable combination of luxury, innovation and seductive performance, and we’re working hard to build on those existing strengths by developing exciting new models and derivatives – some of which you will see very soon. As that product-led revitalization continues, now is also the perfect time to re-energize the Jaguar Brand, both to underline how ambitious we are, and to reach a new and enlightened customer base that is rightly demanding of the cars it buys.”
Currently, the Jaguar range consists of the XK Grand Tourer, the coupe-inspired XF saloon and luxurious XJ sedan. There are rumors that Jaguar is interested in building a 3 series fighter, and the end product will be offered in sedan and coupe forms.