Jaguar Land Rover - Personal project (2020)
Brand strategy development concepts
Why I put these ideas together
Looking at JLR annual reports/presentations, two potential marketing challenges stood out; overall brand positioning amid automotive sector changes, and need for increased product differentiation, specifically for Land Rover, these along with the brand purpose of creating experiences people love, for life drive the ideas on this page.
Strategy and brand development objectives
Strengthen brand representation and deliver a clearer brand purpose and positioning.
Highlight product line differentiation with clear model ethos and features, to help customers select their perfect fit.
Craft an enjoyable, memorable online journey to bring the showroom excitement online and drive positive brand moments.
Deliver a central platform for future experience innovation to continue creating class leading cross platform offerings.
Above and beyond
An online platform to fit the Land Rover ethos.
The big picture(s)
Bring attention to what matters, letting the content shine, and the rest fade away, helping to showcase and highlight the industry leading design that defines Land Rover, with large, beautiful real world images.
Happy families
Using the families concept to enhance differentiation with clear and visual cues to highlight positioning and help customers understand the features, to find the right product for them.
Visit the showroom. Anywhere, anytime
In an increasingly online world, get the showroom experience in your kitchen, garden or anywhere else. The new structure enhances the product discovery journey, and brings the new car excitement online.
Welcome to the dark side
Where Jaguars shine.
Lights out
Contrasting the Land Rover version, Jaguar uses a dark theme, reflecting the sports and performance luxury nature of the products, and allowing for the red accents to stand out.
Powerful cars, powerful words
Strong real world imagery, coupled with concise, engaging descriptions to drive home Jaguar brand values, alongside helping customers select their perfect Jaguar.
Where next?
With the central online showroom experience shown above in place, these are some further ideas to continue to build a leading customer experience.
Full Pivotal integration
With Pivotal’s strong performance in bringing new to brand customers, with 80% new to brand signups, offering this option at every step of the journey will drive brand reach, and increase loyalty.
Digital first approved used
Choosing a used car shouldn't be stressful, but to many, it's exactly that, a new system with VIN integration helps customers select their perfect car through configuration or search, pulling through every feature/option, injecting much needed simplicity and excitement to the journey.
Featured online brand stories
Short series-like stories from design, engineering, retail and services to showcase JLR’s product and customer focused approach, highlighting the JLR difference and inspiring chain word of mouth though storytelling.
