Bulletproof brand extension from Jaguar
Posted by Rosa Wilkinson on August 25, 2010
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In the age of global powerbrands, the classic Jaguar brand is being cleverly positioned and extended for new audiences. Now owned by the Indian TATA group, it has launched a new product squarely aimed at the Russian market.
The XJ Sentinel is an exlusive ‘price on application’ extension to the XJ brand – as this Guardian article cites, it’s “the ultimate vehicle for the security-conscious oligarch”. Bristling with security features, the car contains an interior armoured cell built to withstand 15kg of explosives, and tyres which will still roll when punctured by gunshot. You can even have your chauffeur sent on a security training course - all included in the price.
The video below even contains a handy reference guide of how it performs against an arsenal of weapons. Just in case you wanted to check.
This proposition is built on a very functional need for a select group of affluent consumers. With a stream of high-profile assassinations on the mean streets of Moscow, there is no better way for Jaguar to differentiate itself from the likes of Mercedes and BMW. In addition, the insight behind the car may be irresistible for any ambitious affluent Russian businessman to resist – after all, who would want to admit they’re not important enough to have a price on their head?
It will be interesting to see if the XJ Sentinel will also give Jaguar a new lease of life in the Russian market. Watch out for it – and remember how important the passenger must be…
Interesting to see them launching this proposition.
From functional point of view I am not sure they will be able to catch up with big players in this category like BMW, Mercedes/Maybach and Toyota/Lexus.
However, I feel this new product may shift Jaguar’s brand perception from “niche expensive British car for higher classes” to more “we care about you and your safety in more elegant way than brutal BMWs and Land Cruisers”
One can only guess what the primary objective is: to seriously raise revenues from not-so-price-sensitive category or to correct brand perception amongst mass market consumers by claiming to stretch to this peculiar territory. And if brand trackers or financial reports will suggest a success for XJ Sentinel proposition then other big markets with strong need for basic security like Mexico or China may follow.
Alexey