Is Jaguar's "Gorgeous" Campaign Working?

A Q&A with Marti Eulberg of Marketing and Sales for Jaguar N.A. on whether today's Jags are as gorgeous as they claim to be

by Marty Bernstein

Quick. Which automotive brand and model is the mechanical personification of sleek, style and sexiness? If you mentally responded with E Type Jaguar, you are not alone. It is the iconic Jaguar (Jag-u-are in the U.K.; Jag-Wahr in the U.S.) and, of course, a brand of British heritage and distinction.

A brand that became a topic of industry discussion and often derision, literally from the moment Ford bought it in 1990…and comment, that frankly continues, albeit somewhat abated, to this day. Is it is or is not for sale? Why did they introduce the E type - an all-aluminum body? That's just some of the not so good news.

There is good news for Jaguar. Lots of it. The new C-XF concept car was Best In Show at the NAIAS in Detroit and Dream Car at the Chicago show; high rankings in JD Powers and Associates' reports, and a revitalized marketing, advertising and promotion campaign have positioned Jaguar as Gorgeous,' the brand for Fashionistas. Fashionistas? Fashionistas.

Fashionista is a non-gendered term used to describe people who do not follow trends in their life styles: they set them and live by them and others you and me may emulate. These are the "theys" who establish what is worn, where to go, what to eat, read, drink, and, of course, the all important what to drive.

And when you stop to think about it, the car business is as fickle, volatile and trendy as the world of fashion, often more so. It is the personification of the phrase, you are what you drive.

Fashion was one of the reasons I wanted to chat with Marti Eulberg, Jaguar of North America's executive vice president of marketing and sales. Her rapid rise through Ford domestically and then at Volvo in Sweden as vice president of sales seemed interesting for someone from America's heartland. Next, was her take on Jag's initial Gorgeous' advertising I really didn't like it and the other was her first name, which is the same as my wife's Marti.

So, after Marti meet Marty comments and laughs, we began our conversation.

MB: Good things are happening at Jaguar. Congratulations on the recent awards for that gorgeous (oops word) C-XF concept car. What have your customers said about it?

ME: Customers tell me how sexy the car is and I of course agree.

MB: Your recent promotion from Volvo to Jag is a dramatic shift in vehicle perceptions and personalities. How has it affected you personally and professionally?

ME: After coming back to the states for Jaguar and living in Southern California, I naturally drive an XF convertible. So, when you have to run errands on a Saturday, you throw on a pair of shorts, put your hair in a ponytail, right? Not in this car! I made sure that I'm dressed right and look good. Everybody wants to talk about the car. You get in that car and everyone wants to have a conversation with you.

MB: When will XF in some form be in showrooms?

ME: It's a concept car with design cues for the future. There is no specific date, but as one looks at the XF they see the start of the new lines of the family of Jaguar cars. It's absolutely beautiful.

MB: The 1960s E Type Jag, for me, has always been the styling design icon for Jaguar. It was my aspiration to someday own one. What's today's perception for Jaguar?

ME: I'd only been on the job at Jaguar a day or two and I was sitting on an airplane … any where you go drive-up in the car and I hear, "I've always wanted a Jaguar!" You start to talk to them, and in their minds it's the old E type Jag.

MB: It's the iconic vehicle.

ME: Yes, it is and that's what is so great about the brand. It is an iconic brand and an iconic model. People start looking at our vehicles today and see what's happening as our iconic brand evolution accelerates. People are going with us.

MB: We know about the auto industry press' opinion of the C-XF concept car. What has been the consumer reaction to the concept?

ME: The consumer reaction to this car has been absolutely fabulous. And not polarizing at all, which is interesting too.