Jaguar Marketing The Marque

By: Nigel Thorley .

The Jaguar brand epitomises the very best in British automobiles. It is a marque that has stood the test of time, from its humble beginnings in 1922 through to the present day as an important part of the Ford empire. It takes time to establish a marque and William Lyons, the founder of the business, knew the importance of effective marketing through contemporary advertising and the publication of brochures and leaflets enthusing interest in the cars.

Jaguar — Marketing the Marque is an entirely new type of book, taking an in-depth look at how the company's cars have been promoted through the years. Starting with the earlier years of Swallow and SS, the story of the marketing strategy says a lot about the man behind the business, the cars and the owners they were aimed at. The fascinating story unfolds, like the brochure material, to reveal the changing attitudes and direction of the company as well as its approach to styling. The reader will sense the forces that affected Jaguar over the years, such as the shortages after the Second World War, the optimism and importance given to certain cars and even the British Leyland involvement. In all this is a unique perspective on the world ofJaguar. The author, Nigel Thorley, was well placed to write this book, as a life-long enthusiast ofJaguar and, at the time of publication, driving his 61st Jaguar car! A founder member and Director of the Jaguar Enthusiasts' Club, he has written many books on Jaguar.

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