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Jaguar Gears Up for New Ad Effort

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NEW YORK - Once considered a $3.5-billion black hole for parent Ford, Jaguar appears to be making a cautious comeback. To maintain the momentum that pushed its December sales over the 1,000-unit mark, Jaguar is putting the final touches on a brand relaunch campaign slated for March. New ads will tout all of the company's cars, including the new XJ12. The company also will use magazine advertising for the first time in more than a year. Jaguar's ad budget for 1993 is estimated at $20 million.
Copyright Adweek L.P. (1993)