Safety-Minded Jaguar

Having helped set the standard for style, Jaguar now wants to talk more about substance. The luxury car maker will launch a campaign this week focusing on the safety of the Jaguar X-Type’s all-wheel drive feature.

Spending on the campaign, which will run through March, is just under $20 million, according to sources.

“Consumers continue to give Jaguar a lot of credit for style,” said Chris Arkell, vp and account director at Young & Rubicam in Irvine, Calif, which created the campaign.

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