Jaguar to Debut X-type Sedan in U.S.

Jaguar will debut its X-type sedan this March, for the first time in the U.S, along with current and vintage Jaguars, at “Jaguar’s Tribute To Style,” a March 18 pre-Oscars charity event.

The event, on Rodeo Drive in Beverly Hills, Calif., is the automaker’s first involvement with the yearly event, which, in a nod to the famous carpet at the Academy Awards, has a damask theme. At the $1,000-per-ticket event designers typically create and auction crimson creations, and Jaguar will follow suit, auctioning a Rodeo-Red X-type.
A company rep would not divulge the amount Jaguar is spending.

Last year, Jaguar spent about $47 million on marketing, almost half in magazines, and about $11 million for spot television, per Competitive Media Reporting.
Jaguar, a Ford unit, is seeking a multi-year sponsorship with the Rodeo Drive event, which benefits the Entertainment Industry Foundation’s arts and education project in the Los Angeles area, the rep said.
Andy Cohen, president of A-Team, Jaguar’s New York-based agency for marketing and promotional events, said the sponsorship will be focused on the X-type, which is expected to sell for under $30,000 and will be marketed to a younger demo than Jaguar’s typical target.