Jaguar shuns clichés to target women

Jaguar has partnered with British Airways to launch a direct mail campaign targeting women in an “intelligent” way.


The campaign is part of a wider strategy at owner Jaguar Land Rover to move away from the automotive industry’s traditionally male focused communications.

Jaguar is targeting 11,000 women between 35 and 60 who earn in excess of £75,000 a year with a DM pack that offers the chance to win a first class trip with BA for every test drive of the Jaguar XK.

Adam Henderson, dealer marketing manager at Jaguar, says: “[The male bias] is notoriously a hurdle and habits are hard to break but we’re trying to change the mindset that it’s husbands making decisions.”

“We’ve woken up to the fact that there is a huge audience of powerful, wealthy women that want to be treated respectfully. We don’t want to forget our predominantly male audience, but design and luxury are our selling points and there area a lot of wealthy, powerful, empowered women that appeals to.”

Jaguar hopes to communicate the message that the brand is part of a very glamorous, not chauvinistic world.

“We don’t want to assume women are the wife of the person buying the car and we didn’t want to be clichéd or pink about it. We want to target women in an intelligent way,” he adds.

The campaign has been created by local targeting agency EMO.

Readers' comments (6)

  • "Jaguar shuns cliches"?? This article shows their view of women hasnt changed for around 50 years. I wonder how many women work at a senior level in Jaguar's marketing department. Clearly none that earn £75K and want to be treated "respectfully".

    I am hoping this article is a joke; because it is one way or another.

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  • Patronising rubbish. Jaguar: get real please. Women make up over 50 percent of the UK population and we don't see cars as an extension of our p*****

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  • This is a strategy that Jaguar have attempted to follow since the early 2000's, however the fact remains that it is not a promotional campaign that will effect the sales success, it is the way customers and prospects are treated throughout their brand exposure. I expect that the showroom experience will still ensure a poor ROI on any targeted investment. the brand may want to shun clichés but it will need to work very differently to change reality.

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  • Dear Jag, it sounds as if you've spent too long watching re-runs of 'Mad Men'. How long has it taken for you to realise that women like cars, have the available funds to purchase a Jag and don't necessarily like pink?
    Whilst I applaud your sudden realisation, I feel that attention should be given to the the showroom experience endured by motoring females. Being told that I could be 'taught' how to drive an automatic by a patronising salesman when I informed him of my preference for a manual transmission ensured that I was tottering out of the showroom as fast as my stilettos could carry me.

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  • Of course this is the right way forward. Now find out just what a revolution in marketing and promotion this requires, and I don't mean free air tickets.

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  • I doubt this really will result in DM that speaks intelligently to women - EMO uses only male copywriters.

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