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The unveiling of Jaguar's new midsize XF sport sedan will be followed up by a energetic and comprehensive marketing campaign.
According to Brandweek, video ads targeting spirited drivers will appear on TiVo/DirectTV, and pull-out magazine pictures will be featured in Motor Trend, Car & Driver, Auto Week, and Automobile.
Jaguar has also put some thought into a flashy website dedicated to the new car. The site is loaded with club-type music and allows buyers to configure their car and order brochures. Ford, which owns Jaguar, has a lot at stake for the XF introduction because is a replacement for the midsize S-type and because they are hoping the XF may boost sales which are down almost 28% for the year. In five years, Jaguar has seen its sales down by 2/3 to only 20,000 units in 2006.
Our take? The new XF has a lot of flash for the bang especially when you look at the competition. And going after the younger market is the right track, as the so-called wealthy 'upstarts' are more than willing to veer from the BMW and Mercedes tried and true cars.
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