After a recent return to profitability and the promise of some very exciting models in the pipeline, Jaguar is now on a mission to establish itself in the eyes of consumers as one of the major brands in the luxury autos segment.
To help spur things along, Jaguar recently launched a new marketing campaign called “Alive”.
The multi-faceted campaign is the biggest promotional push since Jaguar was sold to its Indian parent Tata by Ford back in 2008.
On top of this, Jaguar has also introduced a subtle update to its famous Leaper logo, which now sports a shiny metallic finish as well as the Jaguar name situated below it. The typeface used also features a shiny finish and is similar to the style used for the badges on Jaguar’s cars like the XF and XJ.
Jaguar concedes that its image needs to be boosted in its key markets, especially established ones like the U.S. The automaker plans to boost advertising, using campaigns like the new Alive series, to help improve its image and eventually draw in the customers.
Jaguar certainly has the backing of its parent, which recently committed to doubling its annual investment in Jaguar and sister company Land Rover to approximately $2.4 billion this year.
And in terms of expansion, we will be treated to new models like the production versions of the C-X75 and C-X16 concept cars, and we may even see Jaguar appoint a Chinese manufacturing partner in the near future to further boost sales in emerging markets.