The Drum Awards for Marketing - Extended Deadline

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By Noel Young, Correspondent

May 13, 2013 | 2 min read

Jaguar is certainly pulling out all the stops when it comes to pushing the new F-type in the US. Jaguar and "Playboy" have struck a deal to have the Playmate of the Year pose in front of an F-Type for a cover wrap on the June issue.

Playmate of the Year 25-year-old Raquel Pomplun, California-born, is the first Mexican American to win the title . In addition to the $100,000 prize money she will will be given a one-year lease of an F-Type.

You have to love the way she caresses the car!

A print ad in the Playboy issue tells us who the target audience is : "Uninhibited type seeks same. Introducing the Jaguar F-Type. If you're a thrill-seeker whose turn-ons include long fast drives at sunset, going topless, and embracing life at every turn, you've just found your soul-mate."


AdAge tells us the hoped-for buyers are those with a household income of at least $150,000, who love fast cars and sports.. The $92,000 F-Type V8 S goes from 0-60 in 4.2 seconds and has a top track speed of 186 mph.

But has Jaguar got over its reliability questions from years ago?

Luxury car shoppers have long memories when it comes to the reliability of Jaguar, which still designs and engineers its cars in the United Kingdom, says the magazine.

Jaguar's "reliability has definitely come a long way -- but whether consumers realize it is the question," says analyst Jeremy Acevedo of Edmunds.com. "A reputation for shaky build quality has a way of lingering with potential customers."

However the rollout of Jag's F-Type and the Evoque crossover SUV by Land Rover show a "bold vision" Indian owners Tata (since 2008) had not previously displayed, says Acevedo.

Jaguar's U.S. sales fell 2% to 12,011 in 2012 from 12,276 the year before, according to Automotive News

For anyone wondering the song is called "Awake" by The Nucc

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