Car luxury in Spain

Jaguar's new XE drives through Northern SpainBritish automaker Jaguar is taking consumers on a trip to Northern Spain as it displays the new XE’s driving abilities in a series of short social videos.

Jaguar likely selected Northern Spain as the location because of its unique geography that includes beaches, mountains and high plains, allowing the automaker to show off the car’s skills in a variety of different scenarios. Social videos allow automakers to tap into consumers’ fantasies by taking them to exotic locations and displaying the car against a beautiful backdrop.

“They are targeting a more youthful audience with the luxury vehicle, ” said Sebastian Jespersen, CEO and president of Vertic. “It is more energetic and daring than the traditional luxury vehicle.

“It is also a break from the traditional idea of Jaguar being a luxury vehicle but not a luxury sports vehicle, which is definitely a more relevant positioning for that younger audience.”

Mr. Jespersen is not affiliated with Jaguar, but agreed to comment as an industry expert.

Plain Spain
Jaguar created two videos featuring the new XE in Northern Spain. In one video the car is taken on the Circuito De Navarra, a famous motorsport racetrack that opened in 2010, while in the other video the XE drives along twisting roads high in the mountains.

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