As 2025 approaches, Jaguar begins to polish its elite lifestyle brand image

Jaguar’s transformation into an ultra-luxury brand is underway.

The change starts with creating a more upscale perception of the iconic British luxury brand in the minds of consumers. The company began Aug. 8 with a new marketing campaign that features ads and videos for high-end magazines.

The lifestyle ads aim to position Jaguar as the pinnacle of luxury, right up there with exclusive European brands such as Cartier jewelry and Hermès and Balenciaga clothing.

“We’re actually part of that world, but we don’t really communicate the brand that way. We’re pretty steeped in automotive tradition,” said Stuart Schorr, vice president of communications for Jaguar Land Rover North America. “And as we try to elevate ourselves and move forward into the future, sometimes you just need a strong break.”

When Jaguar Land Rover CEO Thierry Bolloré rolled out his Reimagine plan in 2021 which will see the current generation of Jaguars end production and be replaced by a range of ultra-luxury electric vehicles in 2025, he dropped a index of the long-term goal for Jaguar and also Land Rover: to create the most sought-after luxury vehicles in the world.

“We made the decision to elevate our brands’ touchpoints with consumers to try to be among the most elegant, refined and modern luxury brands in the world without being limited by the automotive industry,” Schorr said.

Early advertisements feature models that look fresh from a fashion show, and only parts of vehicles are seen in many advertisements – vehicles are in dark, monochromatic colors and are not the center of attention .

“We’ve made this conscious effort in our advertising, in our social media and in our photography to be much more refined, much more elegant and much more modern,” Schorr said.

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