Jaguar has made a lot of effort into making its vehicles sportier and modern. Now, Jaguar hopes to inject more youth into the brand with refreshed logos and badges.
The revamp is part of Jaguar’s “Alive” campaign, which kicked off last month on Facebook and a new commercial that aired on YouTube. A few weeks ago, Jaguar USA’s Facebook page first showed off an updated logo which features a modern typeface and a blinged-out leaping cat. Also set to go under the knife is Jaguar’s growling face logo used in the grille, hubcaps, and center of the steering wheel. Additionally, Jaguar is working on updates on its dealership image.
"Jaguar is a brand at the beginning of a rebirth and a relaunch," said Adrian Hallmark, Jaguar global brand director. "We have developed an all-new brand positioning, effectively a brand reset."
According to Automotive News¸ Jaguar’s parent company Tata Motors has double the brand’s marketing budget for 2012. The exact figure hasn’t been released, but is expected to be at least $40 million. Next month, the “Alive” campaign continues with a U.S. test-drive tour intended to target 20,000 potential customers. Also set to debut next month are new print ads and TV commercials including a spot for the new Jaguar XF Sportbrake featured below. While this new XF variant is obviously a station wagon, the Sportbrake designation is more in line with the sporty and young image Jaguar is shooting for. The minute-long spot forgoes typical station wagon stigmas like grand kids and country clubs and instead features the Sportbrake, its owner, and all his outdoorsy "boy toys."
"When we talk to consumers out there, everyone understands that Jaguar means a premium luxury car," said David Pryor, brand vice president of Jaguar North America. "But they think we make the cars that we made 20 years ago -- the retro-styled cars. The cars we have today are going in a modern direction -- the interior, exterior and the performance is competitive with anything in the segment."
Jaguar’s “brand reset” should take an even bigger leap once a few concepts make it to production. First up is the C-X16 concept we first saw at last year’s Frankfurt Auto Show. The C-X16 looks thoroughly modern with a hybrid powertrain that features a Push-to-Pass feature inspired by Formula 1’s Kinetic Energy Recover System. Better yet is the C-X75 supercar concept, which also has a hybrid powertrain, but one ups the C-X16 with a pair of range-extending micro jet turbine engines.
In all, Jaguar appears to be making changes where it counts: the cars. With that said, do you agree with revamping the logo and leaping cat or would you rather them leave it alone?