Building the Jaguar S-Type
A Jaguar case study

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Page 2: Extending the Jaguar brand

Jaguar 5 Image 4Brands convey a lot of different meanings and characteristics for customers. The Jaguar brand is known world-wide and is a valuable asset in itself. Research and development into the Jaguar S-Type car identified a unique opportunity to extend the Jaguar brand. The Jaguar S-Type is Jaguar’s smaller, more affordable saloon car. It is an all-new four-door Sports saloon with outstanding exterior style and a traditional Jaguar interior.

The key strategic reasons for creating the Jaguar S-Type were to:

  • extend the Jaguar brand
  • generate increased volume (numbers of sales) and hence profits
  • respond to the downsizing trend
  • appeal to younger buyers
  • strengthen the dealer network
  • move customers up through the Jaguar range i.e. customers will be encouraged to remain with Jaguar cars, moving from the smaller, more affordable Jaguar S-Type, to the more expensive and sophisticated vehicles.

The Jaguar S-Type competes against the mid/top end of the BMW 5 Series and Mercedes E class.

A new name for a new launch

Jaguar’s classic saloon car heritage provided the inspiration for the name for its new X200 model – the Jaguar S-Type. The original Jaguar S-Type, which went on sale in 1963, combined compact dimensions and sporting characteristics derived from Jaguar’s much-acclaimed Mk2 saloon, with luxury, comfort and a sophisticated mechanical specification.

These qualities perfectly sum up the design philosophy behind the new car. Like the original version, the new Jaguar S-Type combines luxury and comfort with outstanding ride, handling and performance. The styling maintains Jaguar’s long tradition of producing some of the world’s most beautiful, innovative and distinctive saloon car designs.

The target customers for the Jaguar S-Type

Having identified a market segment, targeting takes place. This involves developing a marketing mix aimed at particular groups of individuals. The Jaguar S-Type is targeted at a younger average age of customer than the current XJ Series. There are three distinct target groups:

  • professionals in the 30-45 age range (singles and couples)
  • executive families in the 40-50 age range (2+ children)
  • third agers (couples aged 50+, childless or the children have left home).

Research has shown that the target groups identify certain criteria when buying a car. An ideal new car should be:

  • stylish
  • fun to drive
  • safe
  • secure
  • high quality
  • high performance
  • technologically advanced.

Jaguar | Building the Jaguar S-Type
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