I must have missed it when this XFR-S commercial first appeared last fall, but apparently “Mark Your Territory” is one of Jaguar’s current tag lines. It’s also what regional dealer groups are using for their spring “sales event”, which is how I found out about it when I caught an ad on tv. I’m a former Jaguar owner and I’ve reviewed their cars favorably so I think I understand what their brand is about. I also get what their marketers are doing with their “It’s good to be bad” ad campaign featuring actors notable for playing villains, though it’s not what I’d do if I was in charge of their advertising. On the other hand, concerning how big felines mark their territory…I don’t understand at all how a British luxury car brand associated with the look of burled walnut and the smell of fine leather wants to be associated with cat urine. Also, “Grace, Space, Micturition” just doesn’t have the same poetic ring as the original.
Ronnie Schreiber edits Cars In Depth, a realistic perspective on cars & car culture and the original 3D car site. If you found this post worthwhile, you can get a parallax view at Cars In Depth. If the 3D thing freaks you out, don’t worry, all the photo and video players in use at the site have mono options. Thanks for reading – RJS