Premier Automotive Group, Ford Motor Co.’s luxury division, is getting a bigger advertising budget in the US this year, even as Ford is cutting costs elsewhere.
Executives of PAG’s Europe-based brands – Jaguar, Land Rover and Volvo – say they expect to boost their US ad spending this year. They declined to provide precise figures.
Jaguar will focus its ad spending on strengthening the brand, focusing on the top end of its lineup.
Volvo will concentrate on key products such as its XC90 SUV to establish a brand message.
Land Rover North America will expand its lifestyle marketing, using targeted events in the US cities of Los Angeles, New York and Miami.