Jaguar execs tout Super Bowl spot

Levitian: Teaser commercial creates buzz.
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Jaguar executives want to keep the brand's sales momentum going with its first-ever Super Bowl commercial that touts a new variant of the F-Type.

Jaguar and Land Rover dealers got a preview of the 60-second commercial "Rendezvous" that features iconic British villains.

It stars three Brits portraying bad boys on film -- Ben Kingsley, Mark Strong and Tom Hiddleston -- and was directed by Academy Award-winner Tom Hooper.

The commercial stars the F-Type coupe that goes on sale in April.

Jaguar sold 16,952 vehicles in the United States in 2013. That was a 41 percent jump for the year, but Jaguar is still well below its record of 61,204 in 2002.

A group of 100 dealers met Friday with company management.

A 30-second teaser commercial on YouTube is creating buzz and luring more shoppers into showrooms, said Michael Levitan, chairman of the Jaguar Land Rover Retailer Cabinet and owner of two Jaguar-Land Rover dealerships on Long Island, N.Y.

Joe Eberhardt, the new president of Jaguar Land Rover North America, told dealers he would unveil his strategy for the two British brands in the coming months.

He laid out a four-pronged formula: strong brands, strong products, strong management in the United States and the United Kingdom and strong retailers, dealers and company executives said.

Levitan said dealers were reassured Eberhardt will focus on increasing dealer profitability, "which is dear to all of our hearts."

Dealers were told the redesigned Range Rover and Range Rover Sport would continue to be in short supply because of high worldwide demand. Levitan said both vehicles have a six-month waiting list.

You can reach Diana T. Kurylko at dkurylko@crain.com. -- Follow Diana on Twitter


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