New generation of Jaguar takes center stage
With two new product launches and aggressive pricing targeted at the heart of the luxury market, Jaguar has fully realized its US go-to-market strategy
In September 2015, Jaguar North America set into motion a series of initiatives as part of its US go-to-market strategy to extend the appeal of the Jaguar brand and fundamentally transform its business in the country. The launch of the new generation of Jaguar in July 2016 — led by the first-ever SUV from the Jaguar stable, the 2017 F-Pace, and the 2017 XE compact sports sedan — supported by aggressive pricing and marketing, carries forward the strategy to catapult the Jaguar brand to the next level in the US.
Extending the Jaguar family
The introduction of two new models expands the Jaguar line-up to five models for the first time in its 80-year history. Positioned as entry points to the brand, the F-Pace and the XE sedan compete in both the largest and fastest growing segments of the premium automotive market, respectively. The expanded line-up focuses on the core of the luxury market while setting its sights on a far wider range of potential customers than ever before. Jaguar stands to dramatically increase its sales in the US from these two models and looks to derive as much as 50 percent of sales through them.
|Jaguar North America set into motion a series of initiatives as part of its US go-to-market strategy to extend the appeal of the Jaguar brand and fundamentally transform its business in the country|
The new generation of Jaguar, with two new products and a significant refresh of the existing three models, is aggressively priced and targets the heart of the luxury market. When compared against cars within their segment, Jaguar models exhibit significant savings over the majority of the competition. Further, the increased value builds on each of the products' key strengths and comes alongside new available technologies.
Every new Jaguar also comes standard with Jaguar EliteCare, a best-in-class ownership package that includes a 5-year or 60,000 miles new vehicle limited warranty, complimentary scheduled maintenance, as well as a suite of connectivity services and roadside assistance.
The marketing 'Master plan'
The new generation of Jaguar kicked off with a multi-faceted campaign to drive awareness for the full line of Jaguar products, but with explicit focus on the two newest products. Placed on major TV networks, automotive publications and online properties, the campaign targeted conquest customers and drove record online traffic to JaguarUSA.com. Also, showroom traffic at retailers reached record levels as well, proving both the XE and F-Pace as compelling alternatives to the established competitors within their respective segments.
|Every new Jaguar comes standard with Jaguar EliteCare, a best-in-class ownership package that includes a 5-year or 60,000 miles new vehicle limited warranty|
To introduce the Jaguar XE compact sports sedan to a growing millennial consumer demographic who desire performance and seduction in their luxury vehicles, Jaguar launched ‘The Art of Performance Tour: Lights. Camera. Drive!’ in Los Angeles, in late 2015. This seven-city cross-country tour, that continues in 2016, invites consumers to see the full 2016/2017 Jaguar line-up and be among the first to drive the Jaguar XE. During their visit, consumers have the opportunity to star in their own filmed action sequence behind the wheel of the XE, as they experience high performance driving on a closed course and on-road handling through a street drive.
Collectively, these steps have the potential to position the company to become one of the fastest-growing automotive manufacturers in the premium segment in the US, if not the entire industry for the 2016 calendar year.
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Watch a video on the new Jaguar line-up here.