Most industry sales figures focus on how much regular car brands are able to move their motor vehicles off the lot. Nevertheless, few drivers would call Jaguar a regular car brand. Events tagged with the Salon Prive name are usually rather classy, so people probably expect to see Jaguar well represented at this year’s Supercar Show.
With showings at the Supercar Show and the Chubb Insurance Concours d’Elegance, Jaguar is putting a lot of effort into their Salon Prive marketing techniques. The automaker wants to take this opportunity to get the word out there about their new models. The British brand will put the XJ Ultimate, XF Sportbrake, XK Special Edition and the XKR-S on the showroom floor.
However, Jaguar wasn’t content to simply make their presentation solely focused on cars. Jaguar’s zany executives apparently will feature exhibits on aviation, technology, horology, jewelry, marine engineering and other automotive ventures. Marketing staff seems to think that they can perfectly integrate these exhibitions with their cars.
Salon Prive’s new Tour d’Elegance event will also feature Jaguar. The event is scheduled for September 5th and will take up a good chunk of territory between the Royal Automobile Club’s Woodcote Park in Epsom and the Syon House in West London. Though they are largely focusing these efforts on their European customers, it’s not hard to believe that Jaguar feels that American drivers will also take notice.
The Salon Prive itself will take place on September 5th-7th in Syon Park. Comparatively few drivers from around the world make it to the show. That being said, it’s hard to say that a car show of that size is in any way small. Attendance is never really light, and this should help the Jaguar brand attract plenty of attention.
While most Americans probably won’t take notice, car enthusiasts certainly will. Jaguar probably considers enthusiasts to be their top clients. The company makes a special breed of car, and it takes a special breed of driver to own one. Marketing towards their own demographic has helped Jaguar to achieve relatively high sales figures. On the other hand, economic conditions and fuel prices haven’t really helped the sales of sports cars or luxury vehicles. In that respect, Jaguar might be fighting an uphill battle.