Jaguar has announced it is updating its corporate identity.
The British luxury car manufacturer says it will project a more contemporary brand identity in its print, radio, TV and outdoor advertising campaigns and clearly communicate the technology and performance credentials of its products.
The new Jaguar corporate identity was revealed in a United States national print and broadcast advertising campaign “designed to further the spirited and animalistic attributes of the brand”, according to a statement from Ford, Jaguar’s parent.
‘Born to Perform’, the new tagline, made its debut in the 60- and 30-second versions of the brand spot "The Beat" and in all supporting advertising. Additionally the famous leaping Jaguar logo has been given a more muscular and powerful look.
Launched alongside TV were two print ads scheduled to appear in major national newspapers and magazines, including The Wall Street Journal, New York Times, USA Today, Fortune and The New Yorker.
Outdoor elements will be seen across the country, including placement on the prominent Jumbotron in New York City’s Times Square.
This new brand marketing initiative sets the stage for all future Jaguar product-advertising campaigns, including the S-type and the June US launch of the 2004 XJ sedan.
"Jaguar's founder, Sir William Lyons summed it up best when he said, ‘The car is the closest thing we will ever create to something that is alive’ and it's that notion, of the car being alive, which we will use to define Jaguar from today onwards," said Jaguar's US VP of marketing George Ayres.
"On 1 June we will launch the most technologically advanced road car the company has ever made – the aluminum XJ sedan," Ayres added. "Our new advertising will leverage our cars' performance and technology credentials while reasserting a long time brand truth – that Jaguar makes beautiful fast cars – it's as simple as that."
The new Jaguar advertising was created by the Y&R companies in Irvine, California, where some of Ford’s Premier Automotive Group US operations, including Jaguar, are based.