#JaguarXfr-s

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’m known for dumping on wagons constantly, but I think it’s important to understand the difference between what I report on, and my own tastes. Take, for example, this car, the Jaguar XFR-S Sportbrake.