Jaguar, with newly appointed advertising agency, Euro RSCG Fuel, will launch a new global advertising campaign in October using the tagline ‘Gorgeous’.
As usual with such announcements, there was some hype.
“This marketing and communications strategy will present Jaguar in a way unlike anything seen before within the automotive sector and moves the brand into a new area not currently occupied by any other car manufacturer,” a company statement said.
Separately, Jaguar Cars‘ managing director Bibiana Boerio told The Daily Telegraph the car maker would look back to its glamorous past and re-adopt its classic racing green colours in an attempt to boost its flagging fortunes.
The Ford subsidiary also reportedly said it was close to sorting out its over-stocking problems after adjusting production at its Halewood plant in the UK over the summer.
Boerio told the newspaper she hoped the changes would boost Jaguar’s sales, which are set to fall by 17% to around 100,000 this year as it focuses on the quality of its sales, rather than the quantity.
Boerio reportedly said customers would see more darker British racing green and brighter Jaguar racing colours in the showrooms.
She told the Telegraph: “We want the black and silver in the showrooms to be replaced with some green and wood. We don’t want to be seen as cold, sterile and minimal. Some people have been frightened by the heritage and they wanted to throw it away and start over. We have tried to be something that we are not. All of the adverts were black and silver and very technology focused.”
The newspaper added that Jaguar is also investing heavily in retraining staff at its dealerships to recognise and then treat key customers to the best possible service.
Boerio also told the Telegraph that Jaguar, which lost hundreds of millions of pounds last year, had still not put its problems behind it though unsold cars in showrooms were down 70% after the company staggered production.
Boerio reportedly declined to commit Jaguar, which stopped making cars at its historic Browns Lane facility in Coventry last year, to its previous target of returning to profitability in 2007.
She told the Daily Telegraph: “I am not going to talk about a break-even date. Nothing is fixed. We are getting the foundations in place. It wasn’t broke in a year and it won’t be fixed in a year.”