Jaguar is launching a new advertising campaign to talk about all wheel drive (AWD) technology and its powertrains on the 2013 Jaguar XF and XJ luxury sedans. The company says the campaign aims to tout the automaker's capabilities in all weather -- something one is more likely to associate with sibling Land Rover. It also supports Tata's ambitions to grow Jaguar’s presence in the United States, per a release.
“The addition of all wheel drive and V6 capabilities to our 13 MY XF and XJ is a significant boost to the brand's business potential in the United States,” said David Pryor, brand vice president, Jaguar North America, in a release. The effort is via Spark 44, an agency partly owned by Jag.
This is Jaguar’s second ad campaign this year, building on the launch of “ALIVE,” which introduced the famed British brand to luxury consumers in a new modern context and was driven by the belief that Jaguar makes the world's most instinctively rewarding performance cars.