Jaguars new XF heralds a new era for Jaguar. Gone is the traditional styling, replaced instead with a contemporary, curvaceous, coupe-like design that is more akin to a four door Aston Martin than any previous Jaguar. Even the grill, long a symbol of any marque, has changed for this car.
And with the new car, Jaguar hopes there will be new buyers. The brand is in dire need of a turnaround, with this year it sales dropping nearly 28%.
Rather than simply seeing what may happen, Jaguar intends to begin a media blitz to entice the youth market into their showrooms. At the pinnacle of this attack will be four minute long short created by Euro RSGG that portrays the car as the vehicle for the young, beautiful, jet setter. It plays up the sporting abilities of the car, and emphasizes its new found style. Set to air from November 11th to December 1st on DirectTV, it also allows viewers request additional info.Additionally, print publications will house four page gatefolds, and online car sites will feature 15-second pre-roll that will play at the beginning of video content.Our take? Both the all-new XK and XF are a leap ahead of the prior generations But is enough to entice buyers from their BMWs and Mercedes-Benz? We can only stand by and watch.
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