Jaguar is launching a marketing offensive to halt sliding sales in the US.
The British sports car maker wants to persuade young professionals in fashion, film, architecture, graphic arts and music that it is a desirable brand.
Last year Jaguar sponsored a concert tour by the US music group Zero Seven. The tour, which promoted the X-Type sedan, included after-concert VIP parties for potential Jaguar buyers.
‘Word of mouth’
This year’s marketing events promote the entire Jaguar brand. Music again is a key element, but Jaguar is adding invitation-only events without music and two test-drive programs.
The aim is “to create positive-awareness word-of-mouth about the brand,” says James Thomas, Jaguar’s communications director in the US.
This summer in New York, Jaguar will invite nearly 1,000 prospects to a special event during the Scope Art Fair on Long Island.
Jaguar sold 11,577 vehicles in the US in the first four months of this year. That was a 24.5 percent slide from the year-ago period.