Jaguar is counting on an online-only campaign to break its much anticipated new sports car into the global market. It is thought to be the first major worldwide online campaign by the manufacturer for a new model.
The company is building an online global marketing campaign to debut its X-TYPE sports saloon, which is only due to be unveiled early in 2001.
Motoring fans can get a sneak preview of the vehicle by logging on to x-type.com.
The site, designed by Global Beach, is available in 12 languages to cover the 62 markets that Jaguar currently sells to.
Jaguar has indicated that e-commerce is a function it is looking to add to its jaguar.com web site.
Yet the manufacturer has said it has no plans to sell the X-TYPE over the web - it will stick to its dealership network.
Information packs being held at Jaguar dealerships give details on the new model, but it is not being pushed by a marketing campaign offline.
The brand's bosses chose to lead the X-TYPE's marketing strategy on the web in order to target the younger motorists at whom the car is aimed.
Once the car is unveiled to the public, they will be able to see the X-TYPE in virtual reality and configure their own dream model online.
Robert Herd, brand communications manager for X-TYPE, said the campaign did not reflect a new policy to launch all future vehicles in this way.
'It depends on the product,' he said. 'The X-TYPE is aimed at the 35 to 45-year old market - a band of consumers who use the internet.'
He believed this kind of campaign would not appeal to older motorists.
The brand has already launched a configuration service on its web site www.jaguar.com.
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