JAGUAR AND LAND ROVER BRAND BOOK · 2018. 12. 17. · Jaguar Land Rover continues to go from strength to strength. We are one of the leading premium automotive manufacturers, pioneering

CONFIDENTIAL ©2016

JAGUAR AND LAND ROVER BRAND BOOK

CONTENTS

Two Iconic Brands

Jaguar Heritage

Land Rover Heritage

Jaguar and Land Rover Brand Visions

Jaguar Manifesto

Land Rover Manifesto

Brand Models

Jaguar Brand Model

Land Rover Brand Model

Product Architectures and Product Truths

TWO ICONIC BRANDSINTRODUCTION

ONE GREAT COMPANY

CUSTOMER FIRST

State of the art technology

Jaguar and Land Rover Design

Current Product Portfolio

Special Operations

Global Brand Partnership Territories

Drive Experiences

Corporate Identity

Key Company Information

GREAT PRODUCTS AND SERVICES

A note on confidentialityThis is a confidential document. It contains important, strategic information about the Jaguar Land Rover business.

Because of this commercially-sensitive material, this Brand Book should be treated as highly confidential. It should only be shared internally and with key partners and agencies. To be able to share the document with anyone working for a company other than Jaguar Land Rover you must ensure that a non-disclosure agreement is in place.

INTRODUCTION ONE GREAT COMPANY CUSTOMER FIRST TWO ICONIC BRANDS GREAT PRODUCTS AND SERVICES

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Jaguar Land Rover continues to go from strength to strength. We are one of the leading premium automotive manufacturers, pioneering new technologies and launching breakthrough models for discerning customers around the world.

With a passion to put the customer at the heart of everything we do, our aim is to make Jaguar and Land Rover the world’s premium brands of choice, providing customers with experiences they will love for life.

In an ever more competitive market place, harnessing the power of our two global brands is essential for our future success. It is imperative that we unify the entire business around a single minded vision for each of our brands, that we are clear and uncompromising on what each brand stands for and most importantly that we execute every customer touch point with a rigorous consistency that is true to each of our brand visions.

As Jaguar Land Rover continues to grow and attract the best and brightest employees and partners from across the world, it is vitally important that we ensure common understanding and common purpose in everything we do. The objective of this brand book is to create absolute clarity as to what our two brands stand for and how every one of us can contribute and work collaboratively to ensure a successful and inspiring future for both Jaguar and Land Rover.

This book is a call to arms for everyone in or at Jaguar Land Rover and all of our business partners to create experiences customers love for life and that are true to our brand promises.

Please enjoy this book and take the time to reflect on your personal role in continuing to nurture and shape the success of our two iconic brands.

GERD MÄUSERChief Marketing Officer,Jaguar Land Rover

INTRODUCTION


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ONE GREAT COMPANY

Jaguar Land Rover is One Great Company founded on the strengths of two of the World’s most iconic automotive brands.

Jaguar is renowned for building sports cars and performance saloons that are a manifestation of automotive passion, epitomising performance and seductive design.

Land Rover is the defining brand of the premium sports utility segment with a unique can do attitude dedicated to empowering people to achieve their goals and ambitions.

Our vision is to bring these two great brands together in one great company. The best people operating with world class processes to create a compelling combination of innovative British design and engineering excellence.

We are the UK’s largest investor in automotive research, development and engineering. We are a company that symbolises British craftsmanship, engineering and quality in markets around the world.

Our mantra is ‘One Great Company – Two Iconic Brands’. We enthuse customers with world class products that inspire and excite. We release the potential of both brands through a singular, overriding desire to create experiences customers love for life.

We are One Great Company with a plan to become one of the world’s most valuable lifestyle companies.

ONE GREAT COMPANY


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CUSTOMER FIRST

CUSTOMER FIRST

Our future success can only be achieved if we truly place the customer at the heart of our business and the centre of our attentions. Customer First is much more than a set of initiatives, it is a culture of driving business excellence to achieve our ambitious goals. It is a key foundation of creating best-in-class Jaguar and Land Rover products and experiences that our growing base of global customers will love, for life.

True value and customer service is borne of excellence in every action of every employee. To consistently deliver to this standard, we must have great people in every role, working exceptionally together, with everyone giving their best.

Customer First demands that everyone in the Jaguar Land Rover enterprise shares this passion to satisfy customers, both internal and external, with a relentless desire to understand and exceed their needs.

Jaguar Land Rover seeks to exceed the expectations of its customers through a greater focus on understanding & fulfilling their needs.


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EXPERIENCES CUSTOMERS

LOVE, FOR LIFE

CUSTOMERFIRST

ENVIRONMENTALINNOVATION

MORE GREATPRODUCTS,

FASTER

ENGAGEDPASSIONATE

PEOPLE

TRANSFORMEDCOST STRUCTURE

BUSINESS EXCELLENCE

GLOBALGROWTH

INTEGRITY, UNDERSTANDING, EXCELLENCE, UNITY AND RESPONSIBILITYOur most valuable asset is our people, nothing is more important then their safety and wellbeing

THE ART OF PERFORMANCE

CUSTOMER FIRST

CUSTOMERFIRST

THREE PASSIONS

TWO GLOBAL ICONIC BRANDS

ONE COMPANY PURPOSE


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TWO ICONIC BRANDS

TWO ICONIC BRANDSHarnessing the power of our two global iconic brands is essential to our success.

Jaguar and Land Rover are brands that must exceed customer expectations, and in everything the Company does, the customer must come first.

In new vehicles, technologies and services, we aspire to be the world’s premium brands of choice.

To ensure our bold ambitions for both brands become a reality it is essential that we:

– Unify the entire business behind a single-minded vision for each brand

– Be clear and uncompromising on what each brand stands for, protecting what is unique and powerful

– Execute every customer touch point with ruthless consistency, true to our brand vision and brand model

– Work collaboratively to fuel each brand’s future growth and success.


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In 1935, when the company was called S.S. Cars Limited, Sir William Lyons wanted an evocative new name for the 2.5 litre saloon model. The Nelson advertising agency offered a list of birds, fish and mammals. Lyons’ favoured option, reflecting the vehicles feline grace, elegance and agility, was a Jaguar.

With its smooth arching spine, its outstretched legs and its tautly defined muscles, the Jaguar ‘Leaper’ is a bold visual representation of the poise and power that defines Jaguar cars. The first official Leaper made its debut in 1938, an optional extra, costing two pounds and two shillings.

The Jaguar soon became intrinsic to Swallow Side Cars’ image and when Lyons eventually renamed the company in 1945, there was only one contender.

JAGUAR HERITAGE


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JAGUAR ADVERTISING


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1922Swallow Side Car Founded

1949 XK120

1953Le Mans winningC-TYPE

1935SS 100 Jaguar

1951C-TYPE

1954D-TYPE

JAGUAR HERITAGE TIMELINE


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1957Jaguar XK ‘SS’ Super Sport

1961E-TYPE

1966XJ13

1968XJ6

1975XJ-S

1986XJ40

1959Mark II

1955Mark I


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1998S-TYPE

1988XJR-9LM

1992XJ220

1996XK8

2006XK

2008XF


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LAND ROVER HERITAGE

The Land Rover story began in 1947 when Maurice Wilks, then Rover’s Engineering Director, sketched out the concept for a ‘Go Anywhere’ vehicle on a sandy beach in Anglesey, Wales . Turning to his brother, Spencer, Rover’s Managing Director, he proposed the forward-thinking design, which in time would become the iconic Defender.

The vehicle that was drawn into the sand was officially named shortly after, whilst Spencer was driving his heavily modified Rover 12 across the rugged landscape of the island of Islay, in the Scottish Hebrides. The estate’s gamekeeper, Ian Fraser saw the vehicle tackling the difficult terrain and remarked that it must be a ‘Land Rover’ – and the name was born.

It was not until sometime later that a design employee, by the name of Lawrie Watts, created the first Land Rover logo. Lawrie always completed his designs with a distinctive signature, placing his first name above his surname. One day upon finding out that the company was soon to be called ‘Land Rover’ Lawrie arranged the words as he would his signature – one above the other.

When Maurice Wilks was reviewing Lawrie’s work he saw the unique way Land Rover had been signed and was immediately drawn to it. In haste, Lawrie crossed a line through ‘Land Rover’ to show it was just a sketch. But the emblem had made its mark on Maurice, the line only adding to its design. And so the iconic Land Rover logo was born!


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LAND ROVER ADVERTISING


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LAND ROVER HERITAGE TIMELINE

1947 Land Rover Project Approved

1948 Land Rover Series 1 launched at the Amsterdam Motor Show

1954 Land Rover supports the Red Cross

1970 Two door Range Rover

1958 Land RoverSeries II

1961 Land RoverSeries IIA


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1971 Land RoverSeries III

1989 Land Rover Discovery

1990 Defender

1994 Range Rover 2nd Generation

1997 Freelander

1998 Discovery II


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2005Range Rover Sport

2009 Discovery 4 (LR4)

2006 Freelander 2 (LR2)

2003 Land Rover Discovery 3 (LR3)

2001 Range Rover 3rd Generation


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THE WORLD’S PERFORMANCE BRAND OF CHOICE

JAGUAR BRAND VISION


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THE WORLD’S PREMIUM SUV BRAND OF CHOICE

LAND ROVER BRAND VISION


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JAGUAR BRAND IMAGE


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JAGUAR MANIFESTOWe are darers, performers and creators. Enemies to everydayers and play-it-safers.

We are the heirs to greatness on road and track

To podium toppers and motorshow stoppers; winners of garlands and turners of heads.

We never settle for less than extraordinary; pride-welling, pulse-quickening moments when time stops, and the world stares.

Every Jaguar is a work of technical artistry; agile and sculptural, inspired and theatrical; a true performer that makes the road its stage.

Born of our flair, ingenuity and instinct for seduction, our creations embody our passion for performance, and express our reason for being:

To excite in every sense.

So let our drivers sit spellbound in their front row seats; As our engines roar out their symphonic score,

And let’s show the world that true performance isn’t just measured in figures, but in the way it makes you feel.

These are the moments worth living for, because it’s not the number of breaths you take that matters, it’s the moments that take your breath away. Jaguar. The Art of Performance.


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LAND ROVER BRAND IMAGE


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At Land Rover, we’ve always been known for our ‘go anywhere’ spirit – designing iconic vehicles with genuine capability and composure at their heart.

We believe in ambition with integrity; we care about what we do as well as the way in which we do it.

We have a ‘can do’ attitude and believe that life shouldn’t be constrained by obstacles, no matter how big or small.

We call this Land Rover’s Inner Strength.

It’s our Inner Strength that gives our people and our customers the courage and the confidence to embrace their challenges head on, with heart, determination and self assurance.

And with Inner Strength we will continue to embrace our own challenges, and our vision – to be the world’s premium SUV brand of choice, today and tomorrow.

It’s a responsibility we don’t take lightly, but we are confident that we will succeed by staying true to who we are, and true to our dreams – to aim higher, to go further, to make more of our world...to go Above and Beyond.

LAND ROVER MANIFESTO


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Our consumer-facing expression, summarising what each brand stands for.

Each brand’s unique promise delivered through all its products.

The unique blend of product attributes that, combined, deliver on our Brand Promise and Purpose.

OUR BRAND PURPOSE

OUR BRAND PROMISE

OUR PRODUCT TRUTHS

Each brand’s unique reason for being. This drives how each brand delivers ‘experiences our customers love for life’, powerfully inspiring continuous innovation and shaping our brand marketing behaviour.

BRAND EXPRESSION

The Brand Model is a framework to bring our brands to life and ensure consistency of purpose in everything we do. By creating brand models for both Jaguar and Land Rover we set out clearly the characteristics that make both brands unique. The models define the brands from a tangible perspective, providing guidance throughout the business to ensure we create products, services and experiences that reflect the distinct brand personalities.

BRAND MODELS


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JAGUAR BRAND MODEL

DESIGNED & ENGINEERED IN BRITAIN , WE ARE RENOWNED FOR

ResponsivePerformance

Dramatic, Dynamic, Pure

Design

InstinctiveSteering

SensoryCraftsmanship

ConfidentAgility

RewardingTheatre

IntuitiveTechnology

ExcitingSound

WE EXIST TO

EXCITE THE SENSES

WE OFFER

PERFORMANCE AND SEDUCTION

OUR PRODUCT TRUTHS (BRAND FOUNDATION)

OUR BRAND PROMISE

OUR BRAND PURPOSE

OUR BRAND EXPRESSION


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Our cars are the embodiment of our approach to life. We believe in making every day extraordinary; that life is about feelings, not figures. That’s why we promise more than engineering excellence, more than a driving machine. We challenge the orthodoxy that performance is just a measurable statistic. At Jaguar we make art of performance.

EXCITE THE SENSES

Jaguar exists to excite the senses. The moments that feed your soul. The occasions that take your breath away. The instances that leave you speechless. These are the moments we live for.


Our designers and engineers at Jaguar deliver the ideal blend of responsive performance that gets your pulse racing, dramatic design that makes you stop and stare and a sense of theatre that stirs your emotions.


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Our product families are

That are renowned for theirRANGE ROVER

REFINEMENT

DISCOVERY

VERSATILITY

DEFENDER

DURABILITY

To help people make more of their world

We make vehicles that haveCAPABILITY WITH COMPOSURE

Elegant Intelligent FunctionalLuxurious Versatile Durable

Sophisticated Enabling PracticalAll-Road Performance Breadth of Capability Off-Road Expertise

DESIGNINTERIORTECHNOLOGYDRIVE

LAND ROVER BRAND MODEL

OUR PRODUCT TRUTHS (BRAND FOUNDATION)

OUR BRAND PROMISE

OUR BRAND PURPOSE

OUR BRAND EXPRESSION


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ABOVE AND BEYOND

In a Land Rover, vehicle and driver are united by adventure, brought together to take things further and go to new places – physically and emotionally. By breaking new ground, confronting new challenges and not being content with the expected, Land Rover truly helps people to go ‘Above and Beyond’.

TO HELP PEOPLE MAKE MORE OF THEIR WORLD

Land Rover exists to enable people to make more of their world; to challenge what’s possible, grow through new experiences, and surprise themselves by what they can do and who they can be.

CAPABILIT Y WITH COMPOSURE

Land Rover is a company of passionate experts who create iconic vehicles to drive human ambitions. Vehicles of immense capability, balanced by style and effortless composure, in a prestigious and discerning package unlike anything else.


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PRODUCT ARCHITECTURESAND PRODUCT TRUTHS

OUR BRAND PROMISE

OUR PRODUCT PILLARS

OUR PRODUCT TRUTHS


THAT ARE RENOWNED FOR THEIR

1. Responsive

Performance

5. Dramatic, Dynamic,

Pure Design

3. Instinctive

Steering

7. Sensory

Craftsmanship

2. Confident

Agility

6. Rewarding

Theatre

4. Intuitive

Technology

8. ExcitingSound

SPORTS LIFEST YLE LUXURY

OUR PRODUCT FAMILIES T YPE PACE X


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– Our Product Pillars & Product Truths JAGUAR & LAND ROVER BRAND BOOK

21

Capability with Composure Our Brand Promise

Our Product Pillars Our Product Families

Our Product Truths

Illustrate product truths through images

Build same construct as Jaguar


21



Our Product Truths




21



Our Product Truths



OUR BRAND PROMISE

OUR PRODUCT PILLARS

OUR PRODUCT FAMILIES

OUR PRODUCT TRUTHS

CAPABILIT Y WITH COMPOSURE

THAT ARE RENOWNED FOR THEIR

DESIGNINTERIORTECHNOLOGYDRIVE

VERSATILIT Y

IntelligentVersatileEnabling

Breadth of Capability

DUR ABILIT Y

FunctionalDurablePractical

Off-Road Expertise

REFINEMENT

ElegantLuxurious

SophisticatedAll-Road Performance

LUXURY LEISURE DUAL PURPOSE

R ANGE ROVER D ISCOVERY D EFEND ER


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Our products, services and the experiences they deliver are at the heart of our customer relationships.


Jaguar Land Rover is committed to being at the cutting edge of automotive design, technology and innovation. Our ambition is to create the world’s best vehicles in the eyes of our customers.Success for our company also demands that we strive to deliver great services and experiences that supplement our products, and that are true to our brands. By delivering these great products, services and experiences, and never losing our passion to put our customers first, we will deliver our vision to be ‘One Great Company’.

Click a section to explore

JAGUAR DRIVE EXPERIENCES

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SH

IPS

F INANCIAL SERVICES FINANCIAL SERVICES

PAR

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LAND ROVER DRIVE EXPERIENCES

JAGUAR GEAR GENUINE

JAG

UA

R C

OLLECTION

SP

EC

IAL VEHICLES

JAGUAR C L ASSIC LAND ROVER C L ASSIC

SPECIAL V

EHIC

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LAND ROVER

LAND ROVER GEAR GENUINE

DESIGN

&

TECHNOLOGY

PRODUCT ARCHITECTURES

T Y PE

PACE

R A N G E ROV ER

D ISCOV ERY

D EFEN D ER

ACCESSORIES ACCESSORIES

COLLECTION

X


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Advanced engineering and technology continues to be at the heart of Jaguar Land Rover’s success.

STATE OF THE ART TECHNOLOGY

At Jaguar Land Rover, we invest more in research and development than any other automotive manufacturing company in the UK, which has empowered our world-class engineers to develop breakthrough innovations. It is these breakthroughs that we can rely on to build better-performing vehicles, and lower our environmental impact.

Cutting-edge technology doesn’t just make our cars more desirable, it makes them more accessible. Jaguar Land Rover is leading the way in developing innovative new solutions in several key areas. Major advances are currently being made in powertrain development and the use of hybrids, electronics and entertainment, and further into the future, technologies such as autonomous driving.


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WORLD LEADERS IN ALUMINIUMWe are a world leader in the design and manufacture of aluminium-intensive vehicles and manufacturing processes, pioneering the use of closed loop processes to drive recycled content and reduce environmental impacts across the life cycle.

By increased use of aluminium we are able to derive many benefits such as: weight savings; higher fuel efficiency; lower emissions; improved crash safety; and even better vehicle dynamics.

ALL-SURFACE AND ALL-TERR AIN CAPABILIT YThese specialist technologies combine the benefits of specific hardware and software technologies which have been developed to inspire confidence, and deliver composed operation on any surface that is not paved, including snow & ice, gravel & dirt roads, wet grass, for Jaguar Saloon and Land Rover Vehicles.

INGENIUM ENGINESIngenium Engines are manufactured in the UK at Jaguar Land Rover’s state-of-the-art Engine Manufacturing Centre in the West Midlands. The aluminium engines feature lightweight construction, with stiff cylinder blocks and decoupled injectors, which ensure low levels of vibration and noise intrusion, further enhancing the driver experience.

A series of advanced technologies reduce internal friction, improve refinement and enhance overall performance. In addition, Selective Catalytic Reduction and a new low-pressure exhaust gas recirculation system significantly reduce both CO2 and NOx emissions on diesel engines.

INCONTROLInControl is our suite of advanced technologies that links both you and your vehicle to the wider world. It helps you maintain your important digital connections, and links you seamlessly and securely with your vehicle when you are elsewhere.

CORE COMPETENCES


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JAGUAR DESIGN

Outstanding design has been a hallmark of every car in Jaguar’s rich 80-year history.

It is fundamental to everything Jaguar does. Jaguar products have always been among the most beautiful, elegant and dynamic cars the world has ever seen, such as the iconic Jaguar E-Type, exemplified today by the new XE sports saloon and the desirable F-TYPE.

A collaborative approach by Jaguar’s design, engineering and manufacturing teams enables the shaping of advanced materials such as high-strength aluminium alloys into the most elegant forms imaginable, delivering vehicles which combine the purity and simplicity of line for which Jaguars are renowned, together with the inherent stiffness and light weight needed for exceptional driving dynamics, fuel economy and safety.

A no-compromise approach to designing and engineering the Jaguars of tomorrow will not only ensure that Jaguar exceeds the expectations of its customers around the world but also that Jaguar vehicles continue to set the standard for the next 80 years.


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LAND ROVER DESIGN

The Land Rover story stretches back to 1947 and spans the entire globe, covering ground where no other vehicle dares to tread.

The simplicity and purity of Land Rover’s design is as important to the Company now as it was in 1947 when Maurice Wilks sketched out the concept for a “Go Anywhere” Land Rover on a sandy beach in Anglesey, Wales.

Land Rover’s design philosophy is guided by the four key elements of: innovation, sustainability, relevance and desirability, to create three distinct vehicle families: Range Rover, Discovery and Defender. Each family possesses individual identifiable characteristics and also shares a common underlying thread of Land Rover’s DNA.

The design of the Range Rover family is defined by peerless refinement, sophistication and luxury. The Discovery family of vehicles is designed to embody flexible configurability, storage and lifestyle enabling features. The Defender family is built around themes of durability representing toughness and an authenticity which express capability.


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CURRENT PRODUCT PORTFOLIO

XJ: The Pinnacle of Luxury and PerformanceF-T YPE: The Definitive Jaguar Sports Car F-PACE: The Ultimate Practical Jaguar Sports Car

XE: The Sports Saloon Redefined

XF: The Most Dynamic Premium Business SaloonF-T YPE CONVERTIBLE: The Definitive Jaguar Sports Car

SPORTS - TYPE LIFESTYLE - PACE LUXURY - X

JAGUAR


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http://www.jaguar.com/jaguar-range/f-type/index.html

http://www.jaguar.com/jaguar-range/f-pace/index.html

http://www.jaguar.com/jaguar-range/xj/index.html

http://www.jaguar.com/jaguar-range/f-type/f-type-models/f-type-convertible.html

http://www.jaguar.com/jaguar-range/xf/index.html

http://www.jaguar.com/jaguar-range/xe

L AND ROVER

CURRENT PRODUCT PORTFOLIO

DEFENDER: The Original Land Rover RANGE ROVER: The Ultimate Land Rover DISCOVERY: The Best Choice for Life’s Epic Adventures

DISCOVERY SPORT: The Most Versatile Compact Land RoverRANGE ROVER SPORT: The Most Dynamic Land Rover

RANGE ROVER EVOQUE: The Most Individual Land Rover

LUXURY - R ANGE ROVER LEISURE - DISCOVERY DUAL PURPOSE - DEFENDER


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http://www.landrover.com/vehicles/range-rover/index.html

http://www.landrover.com/vehicles/range-rover-sport/index.html

http://www.landrover.com/vehicles/range-rover-evoque/index.html

http://www.landrover.com/vehicles/discovery/index.html

http://www.landrover.com/vehicles/new-discovery-sport/index.html

http://www.landrover.com/vehicles/defender/index.html

SPECIAL VEHICLE OPER ATIONS

SVO's expert team of designers and engineers develop halo vehicles that push the boundaries in terms of luxury (SVAutobiography), performance (SVR) and capability (SVX), thereby amplifying Jaguar and Land Rover's core brand values. Many of these products are hand built at SVO’s all-new Technical Centre at Oxford Road, Coventry, UK.

SPECIAL OPERATIONS

SPECIAL OPER ATIONS

Special Operations is a stand-alone business unit within Jaguar Land Rover comprising four divisions, namely: Special Vehicle Operations (SVO), Vehicle Personalisation, Jaguar Land Rover Classic and Branded Goods. All four divisions have the objective of building incremental high value revenue streams designed to appeal to our most discerning and enthusiastic customers.


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VEHICLE PERSONALISATION

The Vehicle Personalisation team has the objective of satisfying customers' increasing desire to tailor their vehicles and express their individuality. The product offering ranges from our Jaguar and Land Rover Gear Genuine Accessories, through to an extended range of paint colours and finishes (SVO Premium Portfolio) and ultimately genuine bespoke commissions.


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The Classic business will protect, nurture and celebrate the rich heritage enjoyed by both the Jaguar and Land Rover brands. This will be achieved by focusing on classic cars, parts, services and experiences for Jaguar and Land Rover enthusiasts around the world.

JAGUAR LAND ROVER CLASSIC


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BRANDED GOODS

The Branded Goods business leverages our brand values in non-automotive product segments by producing merchandise and licensed goods, as part of the Jaguar and Land Rover Collections, that appeal to our past, present and future customers.


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GLOBAL BRAND PARTNERSHIP TERRITORIES

The Brand Partnership territories for both Jaguar and Land Rover are based upon our knowledge of the passions and interests of our target audiences. They are globally defined and applied to ensure consistent alignment to each of the brands’ promise, purpose and values.

Partnerships for each brand operate independently, but the character of a few activities enables the partnership to be shared across both Jaguar and Land Rover. All partnerships go beyond vehicles, demonstrating the distinctive values of both brands and positioning Jaguar and Land Rover as the world’s premium brands of choice.

All partnership marketing communications and experiences are developed through the lens of our respective Brand Communication Propositions.

JAGUAR LAND ROVER FILM & TELEVISION PRODUCT PLACEMENT

Jaguar and Land Rover partnership with Spectre, the 24th James Bond adventure.


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MOTORSPORT

DESIGN

TENNIS INVICTUS GAMES

JAGUAR


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RUGBY UNION

ADVENTURE AND INNOVATION

EQUESTRIAN SPORTS

INVICTUS GAMES

SAILING

L AND ROVER



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DRIVE EXPERIENCESOur Jaguar and Land Rover Drive Experiences act as the ultimate expression of our two brands; bringing the spirit and emotion of each to life and showcasing their unique performance and capability credentials.

We offer a range of rich experiences for each brand encouraging active participation. The more immersive an experience, the more powerful the brand loyalty and advocacy it drives, and the greater the conversion from experience to purchase.

1 JAGUAR E XPERIENCE

38 L AND ROVER E XPERIENCES

10 JAGUAR L AND ROVER E XPERIENCES


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The Art of Performance Tour

JAGUAR DRIVE EXPERIENCE OFFERINGS L AND ROVER DRIVE EXPERIENCE OFFERINGS

Jaguar Iconic Drives

Jaguar Performance Driving Academy

Land Rover Adventure Travel

Land Rover Experience

Land Rover Above & Beyond Tour

DRIVE EXPERIENCES


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http://www.jaguar.com/experience-jaguar/iconic-experiences

http://www.jaguar.com/experience-jaguar/driving-experiences/performance-driving-academy.html

http://www.jaguar.com/experience-jaguar/behind-the-scenes/index.html

http://www.landrover.com/experiences/adventure-travel

http://www.landrover.com/experiences/lr-experience-drives/index.html

http://www.landrover.com/experiences/behind-the-scenes-tours/index.html

Our existing and new customers demand a premium customer experience and have ever higher expectations. It is essential that we provide a premium retail identity that touches the entire retail space, encompassing the whole operation across sales, aftersales and staff areas. It must be an environment where prospective customers feel comfortable and welcomed, and where business can be conducted efficiently and effectively to the satisfaction of our customers.

OUR CUSTOMER FIRST RETAILING PRINCIPLES

To be true to our Customer First principles it is imperative that we provide our customers a convenient and friendly brand experience that they will love for life. Retail partners need to provide an environment that showcases our great products and is scaled to meet our volume aspirations for new, used, and aftersales, with facilities which stand out from the crowd and lead the way in the fiercely competitive premium market sector.

In order to deliver the Customer First experience that reflects our premium brand image, Jaguar Land Rover will be guided by 5 retailing principles:

CORPORATE IDENTIT Y


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KEY COMPANY INFORMATION Key

Current manufacturing plants

Future manufacturing plants

National sales companies

Research centre

XE


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Pune, India†

Range Rover EvoqueXJ XF

Rio de Janeiro, Brazil

Range Rover Evoque

Discovery Sport

Discovery Sport

Changshu, China

Range Rover Evoque

Discovery Sport

Key

Current manufacturing plants

Engineering, Design & Test facility

Research centre

KEY COMPANY INFORMATION

Castle Bromwich - Vehicle Manufacturing

F-TYPEXJ

XF

Halewood - Vehicle Manufacturing

Range Rover Evoque

Discovery Sport

Solihull - Vehicle Manufacturing

XE

Range Rover

F-PACE

Range Rover Sport DiscoveryWarwick University Advanced Research Centre at University of Warwick

GaydonUK National Sales Company Engineering, Design and Test facility

Whitley Global HQ, Engineering & DesignGlobal MS&S

Wolverhampton - Engine Manufacturing Centre

Ingenium Engines

CoventrySpecial Vehicle Operations Technical Centre


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THE WORLD’S PERFORMANCE BRAND OF CHOICE


JAGUAR BR AND VISION

JAGUAR BR AND EXPRESSION


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THE WORLD’S PREMIUM SUV BRAND OF CHOICE

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JAGUAR AND LAND ROVER BRAND BOOK · 2018. 12. 17. · Jaguar Land Rover continues to go from strength to strength. We are one of the leading premium automotive manufacturers, pioneering

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