Filed under: Convertibles, Coupes, Marketing/Advertising, Jaguar
Free Jaguar for those 'Gorgeous' people
How would you like to get an $80,000 Jaguar XK for free? You can if you live the "Gorgeous" lifestyle.
Jaguar is embarking on what is called 'reality advertising' to promote its latest sports coupe. Selected individuals who live 'aspirational' lifestyles are contacted and given an XK to drive and show off during the course of their day. The brand hopes that others of similar means will feel 'lifestyle envy', question the temporary Jaguar owner and, hopefully, purchase one themselves. Nico Bossi, a Jaguar driver and one of New York's "Beautiful People," states he does not reveal that he does not own the car but provides specifications provided by the company including price.
Huh? Does being one of a select few bloggers writing an international auto site qualify as aspirational?
[Source: Wall Street Journal via Luxist]
Reader Comments (Page 1 of 2)
Mark MacLeod 11:37AM (7/01/2006)
I think most people who are living the 'aspirational' lifestyle (whatever that means) will just go out and buy one for themselves if they really need to have one.
Although, since a Jag's value plummets like a stone after the first year, they may make the more financially astute decision and wait to buy a one second-hand.
Reply
GhostDoggy 11:38AM (7/01/2006)
This is like saying (to the little people), "you are not gorgeous enough for me--even if you have money. Another winning Ford-Family advertising solution to alienate consumers.
Reply
MikeUF 12:55PM (7/01/2006)
Actually living in south florida this makes sense to me. What will happen is that these "Gorgeous" customers will valet there cars. The valet's park them in front of the restaurant. And all night long people drive/walk by and ask about the car.
Reply
jon 12:58PM (7/01/2006)
Lfestyle envy? What's next? Oh, nevermind.
Reply
chuck goolsbee 12:59PM (7/01/2006)
Sir William must be spinning in his grave. He always prided his cars as being very stylish, but reasonably priced. The most beautiful car ever made, the Jaguar E-type was a reasaonably priced car. People wanted them, no matter what their income levels because they were GORGEOUS and out performed almost everything else on the road. They did NOT buy them because "beautiful people" drove them.
Jaguar is not Aston-Martin, and $90k is not a reasonably priced car. I'd buy an Elise or even a (gasp!) Corvette long before I'd buy an XK. But what do I know, I'm one of the "ugly people." =P
--chuck
Reply
Garrett 1:15PM (7/01/2006)
Can I be a candidate? I bought a BMW X5 in October of 2001. I now have 2 friends and a client that own one since driving in mine. It was recently stolen and found torched. I own a Commercial Real Estate Company and a Designer Clothing Store in a trendy area of Washington, DC (did I say trendy)? As for the negative comments about being gorgeous, you don't have to look like a movie star to be gorgeous. If you dress well, have a groomed appearance and know how to carry yourself almost anyone can be gorgeous. Peace...........
Reply
ODB 1:27PM (7/01/2006)
Jaguar is REALLY DESPERATE to sell cars.
Reply
Eddie 1:31PM (7/01/2006)
Jaguar's reliabilty would be more than enough to keep me away, for good. It seems like Jaguar is just a name, a status symbol, moer than anything else.
Mr grandfather and uncle, in 2000, each bought a XJ8L and an XK8. The cars were horribly built. When the XK8 was one year old, my uncle took it on a road trip from Chicago to Florida. While driving through Kentucky, a very well mentained XK8 with low miles broke down. He was stranded for 4 days. Unacceptable for over $70,000.
The Jaguar dealership attitudes are unacceptable as well. After paying for his XJ8L with a check (yes fully paid for) they would not give my grandfather a free hat, nor would they program the embedded garage door opener. "You can do that at home," they replied.
When my friend's mother went to go purchase a Jaguar XJR100, a few years ago, she told the salesman that she was willing to pay the sticker price, if they would throw in a stuffed Jaguar toy that was displayed on top of the car in the showroom. She wanted the toy for her dogs. The salesman refused to give her the $20 toy, therefore loosing a large sale.
I have also seen Jaguar owners with big egos think that owning such a car entitles them to preferential treatment. When purchasing new tires for my car, I was speaking to a salesman at a local tire store. A black Jaguar XKR pulled up. He parked sideways in a handicap stall. No handicap sticker, or plates. There was two open parking spaces next to him. He walked into the tire store, rather angry about waiting behind one person (me) in line to speak to a salesman. He then made it a point to tell everyone how fast and expensive his car was. (he repeatedly informed everyone of the exact dollar value)
Ill take a pass on Jaguar. I'd rather drive a Honda... atleast i'd arrive at my destination.
Reply
DJ 1:44PM (7/01/2006)
Hey Jaguar - I should be given an XK convertible for free! I drive 2000 miles or more per month, so the car would be seen a lot. I live in an affluent suburban area, so the right people would see it. And best of all, my wife already has a 2004 XJ8, so I know what Jags are all about and having not one, but two Jag's in the garage would really make a statement as to how great they are!
By the way #6, her XJ8 and that of a neighbor, have both been bulletproof so far. My wife has 35,000 miles on hers and our neighbor has 28,000 on theirs. As far as the dealership experience, it has been incredible to say the least. Of course, you did refer to Chicago and we all know how rude Bear's fans and the general population of that city is.....
Reply
storm9 1:57PM (7/01/2006)
-------^
Prefect Example of an arrogant jaguar owner!
Jaguar is in a very bad state right now, and Ford is doing ANYTHING it can to get sales up and improve its tarnished image.
When people shop for luxury cars most dont even look at jaguar, its mainly BMW and Lexus.
Reply
RJ 2:00PM (7/01/2006)
Lets all also remember how jaguar does in most comparison tests. LAST. NEXT TO LAST. Ive never seen them get first or second... ok well second out of two cars, maybe.
Reply
iQuack 2:32PM (7/01/2006)
I can't think of anything much sillier than trying to emulate some self-centered poser. Most "beautiful people" are replete with problems the rest of us are lucky to avoid.
The ad campaign is fine if it works for Jag, but most people with brains are unlikely to care who drives one.
Is it THAT important to try to impress people you don't know?
Reply
Ron 3:09PM (7/01/2006)
I think I'm going to puke........
Reply
Vernon 3:14PM (7/01/2006)
I would rather push a Magnum than drive a "pretty car" Jag. But then I'm just a plain John Doe.
Reply
Tony Divito 3:20PM (7/01/2006)
I have an '07 XK8 convertible. This is my 12th Jaguar
since 1989. I have NEVER had a major problem with any of them. To me they are the most gorgeous of any of the
"luxury" cars. And they have improved their ratings
10 fold over the past few years.
Reply
E46M3Owner 3:22PM (7/01/2006)
This is a smart marketing move as long as the temporary owners don't let the cat out of the bag and say "Yeah, they gave me this car for free so of course I said yes." If I were in the "Georgeous" category of course I would accept the car wealth management is all about risk reducation and making your assets work for you. If my asset is me - why wouldn't I want a free car to maximize that asset? So I think this could work but it could also backfire associate "free" with a premium brand is not a good thing in my book.
Reply
Linda 3:55PM (7/01/2006)
Wow!! Sorry to hear about all the trouble #6's family and friends had with Jaguar's. I am on my second Jaguar an XJR(oops!! I guess I will be called arrogant for saying that). My first Jaguar was totalled in an accident-not my fault- my mother and I walked away with only bruises.But the reason I bought another Jaguar was because I had nothing but a good experience with the first one. The-dare I say- Chicago dealership was great and my husband and I each received free Jaguar keychains (I know they are not a $20 stuffed animal for my dog-but I really wasn't even expecting the keychains).They even programmed my garage door opener!!!Unfortunately, I couldn't write a check
to pay for my car in full( talk about arrogance).
I bought another Jaguar because several friends who own Mercedes told me not to buy a Mercedes. Theirs were in the shop more then they could drive them. My husband had a BMW(they just have no pizzazz)for his company car and when he left the company he couldn't trade it in fast enough for a Corvette. The only bad thing I can say about my Jaguar (like our Corvette and the BMW we had) they do not drive well in the snow. So we bought a Lexus SUV for those days(probably showing arrogance again-Sorry!!).
Another thing I have to say is I am so sick of people throwing the FORD name out there. Like any true lover of Jaguars doesn't know that Ford owns Jaguar!! Surprise-we know that! I thought I heard Chrysler owns Mercedes!
In closing-unfortunately, some people do get an "attitude" when they drive any type of "Luxury" car be it Jaguar, BMW, Mercedes, Aston Martin,etc. And to me that's their problem. I just always loved Jaguar's since seeing it on that TV show "the Equalizer" never dreaming that I would actually own one some day.
Reply
Gene 4:24PM (7/01/2006)
I was with Mercedes Benz for 25 years and never heard anything good of Jaugar trade in from the owners. Good Looks, Bad Experiances. Stay Away
Reply
Smoove D 5:09PM (7/01/2006)
Too bad the car is butt ass ugly.
Lifestyle envy? Maybe Ford should fire the marketing and accounting departments and concentrate on building cars. Now that would be a way forward, instead of the current way backward.
Reply
mc square 5:33PM (7/01/2006)
jaguar=exclusive ford
Reply