Jaguar Updates Tagline, Logo

Ford Motor Co.’s Jaguar unit launched its first brand campaign since 1996 with print and TV ads from Young & Rubicam in Irvine, Calif., that tout performance, brand heritage and new technology. They include an updated logo along with a new tag, “Born to perform,” which replaces the 2-year-old “Art of performance.” The new tag and logo will be featured in future product ads, including the June launch of the new 2004 XJ sedan. Spending was undisclosed.