Discussion
Having watched the recent 6-nations rugby championship, I was somewhat surprised to see Jaguar sponsoring the Italians.
My understanding is that Jaguar has a stong image built up from its 'English Heritage' and 'Sporting Success'.
So where does sponsoring inexperienced and therefore unlikely to win anything foreigners fit in? Surely the marketing department are losing the plot?
From what we've seen from the company in recent years, they are seriously damaging the reputation gained by all those racing successes. They can't achieve anything in F1 despite starting off by purchasing a proven winning team, and now even the teams they sposor are never going to win.
Jaguar - your future customers need to see you win something. Your image of 'success' is fading rapidly.
>>> Edited by groomi on Sunday 4th April 11:36
My understanding is that Jaguar has a stong image built up from its 'English Heritage' and 'Sporting Success'.
So where does sponsoring inexperienced and therefore unlikely to win anything foreigners fit in? Surely the marketing department are losing the plot?
From what we've seen from the company in recent years, they are seriously damaging the reputation gained by all those racing successes. They can't achieve anything in F1 despite starting off by purchasing a proven winning team, and now even the teams they sposor are never going to win.
Jaguar - your future customers need to see you win something. Your image of 'success' is fading rapidly.
>>> Edited by groomi on Sunday 4th April 11:36
I don't get it either.
Jaguar is selling cars to life's winners. They're buying the history of Le Mans wins and expertise in producing a very English luxury, sporting car.
The philosophy for comopeting in Le Mans in the 80s and 90s was that they had a history of winning in that race and that competing and winning a vehicle powered by a production based engine would enhance sales. And I suppose it must have to some degree.
I don't really see the point of the link into Formula One particulary if there are no wins to show for it. Jaguar would be better off out of F1 and leave Cosworth to become a mainstream supplier of engines. Sponsorship in sport is there to be associated with success or a top class event.
I still think of JPS Lotus, Lombard RAC Rally, Saudi Airlines Williams and Marlboro McLaren. Winning or near winning is everything and nobody really wants to be associated with losing.
Jaguar is selling cars to life's winners. They're buying the history of Le Mans wins and expertise in producing a very English luxury, sporting car.
The philosophy for comopeting in Le Mans in the 80s and 90s was that they had a history of winning in that race and that competing and winning a vehicle powered by a production based engine would enhance sales. And I suppose it must have to some degree.
I don't really see the point of the link into Formula One particulary if there are no wins to show for it. Jaguar would be better off out of F1 and leave Cosworth to become a mainstream supplier of engines. Sponsorship in sport is there to be associated with success or a top class event.
I still think of JPS Lotus, Lombard RAC Rally, Saudi Airlines Williams and Marlboro McLaren. Winning or near winning is everything and nobody really wants to be associated with losing.
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