Has Jaguar regained the trust they once had?
Jaguar has worked diligently to bring the brand back to the vehicles they once were and that takes time and proven improvements. The new ads and video marketing will only take you so far unless the cars themselves are built better and are more reliable than your competitors.
In a recent interview from Auto Market Intelligence they spoke with Steve Cobelli (Jaguar Cars Digital Marketing Manager) and he shared the plans for keeping the brand alive and reaching new customers. He stated “We asked ourselves how do we reignite the brand in the eyes of our consumers, and how do we separate it out from our competitors? We’re up against some heavy hitters in the form of the iconic German brands, and in North America, Lexus and Infinity too. We differentiate ourselves by ‘Aliveness’. Look at the leaping symbol of the Jaguar, and our tagline, ‘How Alive Are You?’ Added to that, the cars have a sports feel, lots of technology and there’s a seductive nature to our design”.
He goes on to discuss the desire to have markets do some driving events for the enthusiast to drive a new F-Type next to a Porsche 911 for comparison. That’s a great idea and I have already covered the possibilities of this spirited challenge here.
When asked about his thoughts on Jaguar reaching the new, younger customers he said that the new lighter weight XE would have lower class leading CO2 figures and the responsiveness of the F-Type should appeal to the younger more technologically minded consumers. If you look at the specs, this new car should do well head to head against the BMW 3 series.
The younger demographic of buyers will be an important factor if Jaguar is to reach the new consumers who are considering the brand. Cobelli said “Ultimately our buyers will be younger The average is now stabilizing towards the later 40’s to early 50’s but certainly over the next 12 months we’d like to see younger buyers. If we look further ahead, our buyers will be more diverse as well. More new models are coming and with them, we will reach new customers”.
To me the key will be after you reach these potential new consumers, can you provide them with a reliable product that will leave them brand loyal and be a return customer? As for now the Jaguar brand is Alive and doing well in the market and I see only brighter skies ahead for Jaguar.
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