Longtime British luxury car dealer Jaguar, and previous subdivision of Ford motor corporation was purchased along with Land rover in 2008 by the Tata Group of Mumbai. Tata Motors is re-branding Jaguar. They have altered their font, logo, and appeal. They are also planning an 18 city tour for their upcoming line of luxury cars. Their ad campaign is also planning a media blitz of their new cars and product line. Along with TV and internet advertising they are releasing digital and outdoor print in the United States, Europe, Africa, and Australia. They hope this re-branding will grow the brand significantly since their 2011 figures seem to be sliding. The centerpiece of their Ad is a TV spot where in a world of old technologies and machines comes on that, “There is one machine, so instinctive, so seductive, it’s as alive as we are. It doesn’t click or buzz, it roars. Jaguar,”.
They are playing on the unique emotional character of the car. They are asking their buyers if they are alive, like the Jaguar XJ. They are aiming at people in their 40's-50's with a high disposable income. There are many skeptics as to how the public will receive the new ad campaign, saying the commercials are not clear or disciplined. However Tata Motors believes this expansion into new markets and increased advertising within those markets will generate and increase in sales and production.
more information can be found at: http://www.nytimes.com/2012/02/27/business/media/jaguar-ad-campaign-highlights-its-wild-side.html?ref=business
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