Jaguar launches new brand image

Jaguar has launched a big new advertising campaign in the United States using the slogan "Born to perform" and the sleek leaping Jaguar is due to become a little more muscly. The advertising campaign will be on TV and radio, in the printed media and at prominent advertising locations such as Times Square in New York City. The intention is to push the new image of Jaguar cars as high technology vehicles and move away from the traditional staid image.

According to the company's marketing boss George Ayres: "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. On June 1 we will launch the most technologically advanced road car the company has ever made - the all-new aluminum 2004 XJ sedan.

"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."

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