It's just a tiny niche player, but Jaguar blew away the competition last year when it came to how much it's willing to spend on advertising for every U.S. sale.
At $6,001 per sale, it topped No. 2 Lincoln, at $2,195. The figures come from Kantar Media, as reported in Advertising Age. The per-car figure is for so-called measured media, which includes TV, radio, Internet display, newspapers, magazines and billboards.
The industry's median figure for per-sale spending was $763, Kantar said. Mini spent the least: just $224.
In 2011, Jaguar was at an already-hefty $3,357 per sale. So why the huge bump? A big reason was the "Alive" ad campaign, begun in March as an effort to revitalize the brand's image. Did it work? Well, sales slipped 2 percent in 2012 to 12,011.