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…
Shakespeare was wrong, apparently. A rose by any other name would not smell as sweet according to Chevrolet’s staff or, more importantly, its customers.
Controversy was sparked in the States last week when a leaked GM Motors memo revealed that, for brand consistency, staff were to never use the name ‘Chevy’ when discussing the Chevrolet brand. “We’d ask that whether you’re talking to a dealer, reviewing dealer advertising or speaking with friends and family, that you communicate our brand as Chevrolet moving forward” it read.
The backlash from fans of Chevy – perceived as a quintessential American icon – has largely been covered in the US media with negativity. But have they missed the point? Could it be that Chevrolet have just pulled off one of the most masterfully subtle marketing campaigns in history?
The outpouring of love and devotion to the Chevy brand following the leak has been simply phenomenal. Within hours commentators and bloggers across the country began vehemently extolling the virtues of Chevy. “Chevy is as American as baseball and apple pie” declared one blogger. “I love you Chevy” wrote another. Across the world people were being reminded of Chevy’s central place in American culture, from featuring in Don McLean’s American Pie to being named dropped in songs by Snoop Dogg and The Beastie Boys.
The release of this simple one-page memo triggered the emergence of louder and more visible brand advocates than any multi-million dollar advertising campaign ever could. Suddenly thousands of individuals were tweeting Chevy’s core brand image with passion and for free. Was the memo a deliberate moment of genius from GM? Their subsequent backtrack over the issue – where they claimed the memo was “poorly worded” and that actually “we love Chevy” – may suggest so. If not, they must be the luckiest brand in the world right now.
I’m in Milan, just after Christmas. Via Monte Napoleone is full of fashionable stores and even more fashionable shoppers – even at dusk.
The lights are lit, even on the trees lining the road.
The difference is that the trees are growing from creamy white Fiat Cinquecentos – new style of course (and moulded from immaculate plastic).
Volkswagen Beetles – eat your hearts out. All you had was that dinky flower vase. This is on a grander scale. But, alas not so easily translated from design show feature to real life – it’s not yet one of the configuration options!
Fiat claim to have set up the world’s longest one model traffic jam at 3 km. A fleet of Cinquecentos parading the street and blocking the parking and makes a much sharper style statement…
