MOMENTS OF MOMENTUM

The most powerful and elusive dynamic any brand can ask for in a marketplace is the ‘M’ word….MOMENTUM, writes Jeff Curry, Brand Vice President, Jaguar North America.

Webster’s Dictionary defines momentum as “the strength or force that allows something to continue or to grow stronger or faster as time passes.” In other words, momentum leads to, for lack of a different term, more momentum. Ultimately, all of that momentum needs to translate to better business results for all stakeholders and satisfied customers.

At Jaguar Land Rover, we have enjoyed a few years of continued momentum with our growing Land Rover brand. Now in 2013, after a few years of critical product and brand moves, Jaguar is beginning to deliver industry‑leading momentum.

In just the few months since I’ve been on board, I’ve seen and felt this momentum starting with the incredible reaction and praise Jaguar received from the initial phase of the Jaguar F‑TYPE launch. This was followed by the Project 7 concept car, which made its U.S. debut on the prestigious concept car lawn at this year’s Pebble Beach Concours. A modern and stylistic way of building off of the F‑TYPE, Project 7 pays homage to iconic cars and racing of our past.

But real momentum is defined by business results first and foremost. For us, that means seeing thousands of new Jaguar models on the road driven by new owners.

September U.S. sales results showed Jaguar as the fastest growing brand in the industry for the month at 31 percent increase over last year; compared to a four percent decrease for the industry. This was the fourth consecutive month of that achievement for Jaguar, propelling us to be 2013’s fastest growing auto brand at 30 percent year‑to‑date, compared to an industry average increase of eight percent.

Jaguar’s business momentum comes from a series of product moves that appeal to both the minds of consumers, with all wheel drive sedans and V6 powertrains, and the heart of consumers, with the F‑TYPE convertible and new R performance models.

In our culture, it is often the media who define what is considered interesting through their coverage. At the Frankfurt Motor Show in September, the Jaguar C‑X17 Sports Crossover Concept was the single most reported on concept at the show and was awarded ‘Best Concept’ by Autoweek Magazine. Significantly, the C‑X17 highlights the flexibility of our new aluminium architecture that will deliver a premium Jaguar sports sedan to the U.S. market in 2016. The C‑X17, and much more from Jaguar, will be coming to the Los Angeles Motor Show this November.

There are many sign of momentum to be found in popular culture as well. For example, an Instagram post by San Francisco 49ers’ quarterback (and friend of the Jaguar brand) Colin Kaepernick of his matte white Jaguar XJL this week has already garnered over 85,000 likes on the popular social media forum. It is a nice looking Jaguar.

Our stretch goal through the rest of the year is nothing less than to continue to lead the industry as the fastest growing auto brand. We clearly have a lot of work to do in order to build on this momentum and build a stronger business in the U.S. versus our far larger luxury competitors. Our approach to the marketplace has to be unique, colorful and offer Jaguar as a true alternative to the more traditional luxury brands.

Our momentum has just begun and we look forward to driving it further.