Brand Tone

Sophisticated, Aspirational, Forward-Thinking, Innovative, Confident, Emotionally Engaging

Brand Values

• •Design Excellence
• •Sustainability
• •Innovation
• •Customer Focus
• •British Heritage
• •Integrity & Unity

Best Practices

• •Maintain a sophisticated and aspirational tone by using elegant language and highlighting premium features.
• •Emphasize innovation and forward-thinking ideas, especially in relation to electrification and sustainability.
• •Project confidence and boldness by showcasing the brand's vision and transformative strategies.
• •Create emotional engagement by focusing on design excellence and the emotional connection with the vehicles.
• •Acknowledge the brand's British heritage while highlighting its modern advancements.

Social Perception

Symbols of luxury and status, innovative but with reliability concerns, brand evolution met with mixed reactions, strong employer brand (for some roles), customer service experiences vary.

Copy Examples

• •Experience the future of luxury with the all-new electric Jaguar. A masterpiece of design and innovation, crafted for a discerning clientele.
• •Range Rover: Redefining modern luxury with unparalleled performance and a commitment to sustainability. Reimagine your world.
• •Discover the art of driving with Jaguar Land Rover. Where innovation meets heritage, creating an emotional connection that lasts a lifetime.
• •Introducing the next generation of automotive excellence. Bold design, cutting-edge technology, and a vision for a sustainable future.
• •Embrace the extraordinary. Jaguar Land Rover invites you to experience a new benchmark in environmental and societal impact, driving towards a better world.