All Entries Tagged With: "the berkeley"

Castle Bromwich’s Too Quiet Campaign

By Gunnar Heinrich | IMG Jaguar Cars

ARE we having fun yet?

It’s been some months since the XJ launched in a posh London art gallery amidst summer’s heat and Jay Leno’s chin wagging wise cracks about the ill economy. And what more have we learned of Jaguar’s latest flagship since?

Precious little. Another storied marque that’s operating perilously below the radar.

On Jaguar’s main site – jaguarcars.com – there’s a tiny spittle of information about an XJ “boutique” installed at The Berkeley hotel in Knightsbridge. That, plus the standard boilerplate details about lighter than-its-rivals specs and too-many-electronic amenities with a few glamour shots and that’s all there is too know.

Apparently.

Too paraphrase Mad Men’s Conrad Hilton, show us a little wow!

Here’s a thought – how about one of the Jag test driver’s “challenge” one of BMW or Merc’s test drivers to duel? You know, something like pitting the 510 hp, supercharged XJ against an S63 AMG? Hell, come to think of it, Cadillac pulled off the same stunt with marketing the CTS-V against the M5 with R&T playing host. And marketing maven Lutz has made a similar challenge since.

But then again,  such comparison events tend to highlight the rivals a bit too much and the rivalry a bit too little. There’s nothing quite like paying for the other guy’s air time.

Hmm… Jaguar’s people need a rethink on how best to market their sleek new exec, lest it be forgotten in advance of the 2010 delivery dates.