There have been big cat sightings across the UK recently, and they’re only going to get more frequent.
I’m not talking about various ‘Beasts’ said to be living wild in the UK, instead I’m talking about a big cat that is a long way away from being under the threat of extinction – Jaguar.
The British car maker has enjoyed a renaissance lately, buoyed by the success of the new Jaguar XF, launched last year, and the recent introduction of the XJ this year.
Joining the XK model, and spawning ‘R’ labelled supercharged versions, the three-strong line-up has pushed sales of Jaguar cars through the roof. Sales are up 42.5 per cent in the first half of 2010, but even more impressive is the frequency Jaguar’s cars seem to be popping up.
Firstly, the new Prime Minister, David Cameron, ‘coincidently’ appeared in a new, armour-plated XJ before the launch of the model, before the brand stepped up its Academy of Sport by entering a mutually-beneficial partnership with the English cricket team.
Now, the Big Cat is about to get its claws wet with a new partnership with TEAMORIGIN racing, the British America’s Cup sailing team.
The team will take place in 1851 Cup event in August against the current holders of the America’s Cup, and Jaguar will be there to support the team.
Sir Keith Mills, Team Principal of TEAMORIGIN,said: "Jaguar is clearly one of the most revered and iconic British brands and, just as Jaguar is now taking on and beating the best in the automotive world, so our mission is to take on and beat the best in the world on the water. The fit is further enhanced through our shared commitment to improve our environmental performance."
It’s one of the biggest events in sailing, and another example of a clever strategy from Jaguar. It has avoided the pitfalls of celebrity – or just plain baffling – partnerships and endorsements and stuck to iconic British institutions with values similar to that of the Jaguar brand.
The brand continues to celebrate the best of British sporting talent, while, in the case of the XJ, XK and XF models, it continues to produce the best in British automotive technology.
We’ll look forward to where the Big Cat will be sighted next.