Jaguar plans to run its first Super Bowl ad, buy as the luxury-car maker touts its new F-Type coupe during the National Football League’s February championship game that draws more than 100 million viewers.
The car is being introduced at auto shows in Los Angeles and Tokyo this month. Jaguar, owned by Tata Motors Ltd, saw its U.S. sales more than double last month and gain 36 % to 13,962 this year through October.
“For the first time ever we’ll be bringing the Jaguar brand to the biggest marketing platform in the world,” Jeff Curry, a vice president of Jaguar North America, said today at a presentation in New York to announce the ad.
Jaguar is broadening its product line and improving its quality to win back U.S. consumers. The brand sells five models in the market, starting with the XF sedan, which has a base price of $46,975. Tata, based in Mumbai, acquired Jaguar and Land Rover, a maker of luxury sport-utility vehicles, from Ford in 2008.
The 30-second spot, which will play off the history of Britons as villains in movies and on television, is scheduled to air in the second half of the Feb. 2 game. The ad is being filmed in London by director Tom Hooper, whose recent credits include the movies “The King’s Speech” and “Les Miserables” and the HBO miniseries “John Adams.”