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April 16, 2003
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Bold New Look For The Famous Jaguar Brand Announced At 2003 New York International Auto Show

Launch of New Advertising Tagline Aligns With Brand Personality

All-new Jaguar XJ

Photo: Jaguar

NEW YORK, NY,. Jaguar, one of the most recognized commercial brand names, will update its corporate identity from today.

The British luxury car manufacturer will project a more contemporary brand identity in its print, radio, TV and outdoor advertising campaigns and clearly communicate the technology and performance credentials of its products.

"Jaguar's founder, Sir William Lyons summed it up best when he said, 'The car is the closest thing we will ever create to something that is alive' and it's that notion, of the car being alive, which we will use to define Jaguar from today onwards," said George Ayres, Jaguar's VP of Marketing.


Commencing the new Jaguar corporate identity, and breaking April 16, is a national print and broadcast advertising campaign designed to further the spirited and animalistic attributes of the brand.

Born to Perform, the new tagline, makes its debut in the 60- and 30-second versions of the brand spot "The Beat" and in all supporting advertising executions. Additionally, the famous leaping Jaguar logo assumes a more muscular and powerful look.

Launching alongside TV are two print ads scheduled to appear in major national newspapers and magazines, including The Wall Street Journal, New York Times, USA Today, Fortune and The New Yorker.

Outdoor elements will be seen across the country, including placement on the prominent Jumbotron in New York City's Times Square.

This new brand marketing initiative sets the stage for all future Jaguar product-advertising campaigns, including the S-TYPE and the June launch of the all-new 2004 XJ sedan.

"On 1 June we will launch the most technologically advanced road car the company has ever made - the all-new aluminum 2004 XJ sedan" continues Ayres. "Our new advertising will leverage our cars' performance and technology credentials while reasserting a long time brand truth - that Jaguar makes beautiful fast cars - it's as simple as that."

Advertising, on behalf of Jaguar, is created by the Y&R companies, Irvine.

(April 15, 2003)

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