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Commercial Introduces New Tagline, Spotlights Moby Song

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NEW YORK (AdAge.com) -- Jaguar North America launches its first brand campaign in two years tomorrow on national broadcast and
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network TV that will introduce a new tagline.

The brand push, from the automaker's ad agency WPP Group's Y&R Cos., Irvine, Calif., carries the new tagline "Born to perform" (the former tagline was "The art of performance") in a 60-second commercial that also features the song "Love of Strings" by the progressive music artist Moby in a move reminiscent of the automaker's recent campaigns that used music by Sting and The Clash.

Jaguar founder
The brand push features a quote from Jaguar founder Sir William Lyons: "The car is the closest thing we will ever create to something that is alive." Print arrives this week in national newspapers.

The new campaign lays the groundwork for the launch of the 2004 model of the seventh-generation XJ sedan in early June, said George Ayres, vice president of marketing in North America at the Ford Motor Co.-owned brand. The XJ's launch ad, which will feature the new tagline and Moby song, touts the car as "stronger, safer and smarter."

"We want to get everyone aware of the brand before the launch of the XJ," Mr. Ayres said. He said the all-new version of the car will get about half of Jaguar's annual ad budget this year, which he said is about the same as 2002. Jaguar spent $79 million in measured media last year, according to Taylor Nelson Sofres' CMR.

Sales slipped
The marketer expects to sell between 10,000 to 30,000 XJs next year in the U.S., which has been the historic selling range of the model. After impressive sales gains in recent years due to new, more affordable models, Jaguar said its first-quarter U.S. sales slipped by 34% to 10,857 units.

Mark Fields, CEO of Ford's Premier Automotive Group, which includes Jaguar, said the brand won't experience the same big sales gains as in the past, but instead will have a more steady growth pattern.

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