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The world is changing, and with it, the needs and wants of us, the consumer. Life is fast and our appetites are on an ongoing quest to find and devour life’s sweet spot. Being satiated isn’t part of the program, but rather part of the journey.

Marketing, design and overall packaging creates character, which is central when swaying a consumer from one product to the next. We want to buy into an experience that ultimately leaves us with an emotional aftertaste. Blithely unaware we wear, eat and drive products that are a reflection of who we are, and ultimately aspire to be.

Change more than ever is crucial for brands to stay relevant. Jaguar, the British carmaker, hailed by Enzo Ferrari for creating ‘the most beautiful car in the world’ when he saw their E-Type sports car in the 1960’s, has awakened to this thinking, and is quickly adapting.

With one foot in the illustrious past, and the other in the exciting future; it is raw emotion that Jaguar are aiming to titillate when creating and launching new products. 2014 has been a thrilling year for the British car maker; launching the successor to their iconic E-Type, the coupe version of the F-Type. Also new on the block are a set of athletic engines that have been beautifully ensconced in the middle-aged XF vehicles. Like an elixir, Jaguar have brought new life to the range, endowing the mid-sized sedan with mind-blowing performance that will leave the certain Germans chasing after their pedigree tails. 

(Can you see my smile?)

Globally Jaguar have launched an umbrella campaign that prises at our alter ego, and excites our senses. The campaign suggests being bad (mischievous or even slightly evil) is a good thing. We can all relate; with reference to Britain’s most famous secret agent, James Bond, and his villainess counterparts, Jaguar play on the slogan – Good to be bad. One only needs to look, and then drive the F-Type to feel exactly what Jaguar are trying to get across in their campaign. You feel so good it has to be bad - like indulging in a mouth-watering decedent dessert.

2015 and beyond promises to bring more emotion coupled with outstanding dynamics for the brand. Cleverly the brand isn’t relaying on just producing great cars albeit this is expected and not taken for granted. Instead they are appealing to customers who expect more than good quality, thrilling performance and dynamic agility. Teutonic precision is nice, but compelling character is better.

Jaguar is launching an all new vehicle; one that promises to multiply their market share and litter boulevards and high streets with pedigreed automotive emotion. The car in question isn’t an enigma, but rather a highly anticipated compact executive contender, the XE. Jaguar has been taunting and teasing us with images for several months now. Locally the XE will be launched in the third quarter of the year, a few months after its launch to Europe, America and Asia.

The XE is built from a multiuse platform; a platform that’s architecture allows for a variety of new model creations: compact sedans, larger sedans and even SUV’s.

Chatting to Brian Hastie, the Operations Director of Jaguar Land Rover South Africa, revealed that with the launch of the XE comes new engines too, that promise improved performance, economy and refinement.

If you are considering buying a new car in 2015, wait and buy and XE!   

Jaguar South Africa