LOS ANGELES -- Ford Motor Co.'s luxury Premier Automotive Group is getting a bigger advertising budget this year, even as Ford is cutting costs elsewhere.
Executives of the PAG brands Jaguar, Land Rover and Volvo say they expect to boost their ad spending this year, although they would not offer precise figures. The brands spent $390.6 million on U.S. advertising in the first 11 months of 2004, according to TNS Media Intelligence. The figure does not include spending by Aston Martin, PAG's low-volume boutique brand.
During that period, Jaguar spent $2,981 per vehicle sold on all advertising and $2,063 on national advertising, TNS says.
Volvo's total ad spending per vehicle sold was about half as much - $1,477 - according to TNS. Volvo spent just $470 per vehicle on national advertising.
TNS says Land Rover spent $2,552 per vehicle sold on all advertising, while national advertising cost $2,033 per vehicle sold.
None of the PAG brands would confirm the TNS numbers. C.J. O'Donnell, Jaguar North America's executive vice president of marketing and sales, says: "We spent nothing close to that level."