Man and his need for speed are never over-rated. He is often known amongst his peers for the toys he uses, the cars he rides and the women he dates. It is this very male ego that advertisements and campaigns pamper to attract the suave owners of fat wallets. Hence, every car maker wants to jump on the machismo bandwagon to boost their sales, and who can get more suave as well as macho as 007 James Bond. Aston Martin has become synonymous with the Bond brand, one cannot imagine the British spy without it, and now Jaguar Land Rover, owned by Tata Motors (TTM, Financial), is set to make a high-impact entry into the world of espionage.
A beast with class
In declaring an extensive partnership with the Bond franchise, JLR has successfully developed its brand from a mere luxury vehicle into a power-packed, lithe beast with uber class. This association with sophistication as well as thrill is sure to generate interest as well as revenue. Although Bond himself remains loyal to Aston Martin, the movie will showcase the newer developments made by the special operations team of JLR. Cars with customised suspension and enhanced body protection have been developed for the adrenalin-driven viewership.
What are the cars set to feature?
On February12, JLR had announced that three of its models will feature in the new James Bond film 'Spectre,' with Daniel Craig in the lead. Its C-X75 prototype will be driven by the villain in a high-octane chase scene to be shot in Rome. By associating itself with the 007 franchise, Jaguar Land Rover Special Operations swung into action by providing all the vehicles for this Bond movie, which include modified Land Rover Defenders & Range Rover Sport SVR. JLR Special Operations managing director John Edwards said the collaboration is “an opportunity to demonstrate the fantastic capabilities of the Special Operations team."
However, this is not the first time that JLR has associated itself with the franchise. In the latest 2012 movie ‘Skyfall’, MI6 agent Money Penny was seen driving a Defender 110 Double Cab Pick Up in the opening chase scene.
From the lap of luxury
With auto industry being badly hit by the recession, makers had to spend more on ad campaigns to build its brand as well as allure the consumers. JLR signalled the start of its aggressive brand campaign when it roped in soccer icon David Beckham as its brand ambassador for the Chinese market. The company went all out to come up with a world-class ad campaign by hiring renowned fashion photographer and filmmaker Peter Lindbergh to produce exclusive campaign imagery. Its main aim is to be seen as an emblem of elegance and superior style, and the Bond franchise fits the profile. Taking into account that German manufactures rule the auto industry, with Lexus also eating into the profit share, Jaguar needs a strong campaign to break into the top ranks.
For Tata Motors, JLR has so far been the greatest profit earner and the company is looking to pump up its sale as the slump in auto industry seems to be turning. In January, automakers in US saw better sales tally with majors General Motors (GM, Financial), Ford (F, Financial), Fiat Chrysler Automobiles (FCAU, Financial), Honda (HMC, Financial), and Toyota (TM, Financial) all with double-digit sales growth. During its Q3 FY '15 Results Conference, Tata Motors reported that for the fifth consecutive year Jaguar Land Rover recorded sales growth, 9% for the year 2014. Accounting for nearly 95% of Tata Motors' valuation, the luxury car division saw growth across all of its regions, highest being recorded in China, where sales was up by 28%.
The Road Ahead
Sales growth however doesn’t necessarily mean profit for the company, and the Jaguar’s profit has dipped. However, it is a wait-and-watch game now as analysts predict that the firm may retain a steady growth this year. Going by its confident brand management and the much-wowed screen presence, the company seems to be headed in the right direction to boost its image, and thereby, sales. One must wait and watch if the JLR can capture the enthusiasm of its consumers, and whether all the reel-time will translate into purchases.
