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Jaguar took an unorthodox approach to promoting the 2015 XE in Germany.

Jaguar took a BMW 3-Series and covered it in camouflage, which tricked people into thinking it was actually the upcoming Life Cycle Impulse.

On the camouflage in the "der-neue.com" label, which invited those who see the camouflaged prototype to access the website in order to find out more about the alleged facelifted 3-Series. The trick is, the website is actually for the 2015 Jaguar XE, and it asks users to insert their e-mail address to receive info about the 2015 Jaguar XE.

An interesting tactic, but I'm not sure you should have to trick people into liking your product.
 

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That's actually not a bad idea since people already know it's a BMW, just about anyone does and will look at it, especially when wrapped like that.
 

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Jaguar is not tricking anyone into liking their product, they've simply come up with a creative way to direct eyes to their brand in a saturated and entrenched market. This was done in Leipzig, Germany a Huge BMW strong hold (3 series is actually manufactured here), Jaguar gets very little play in Germany so realistically there is very little downside if this backfires and TOO much upside to not give it the go ahead.

Smart play, really.
 

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yup, i doubt jaguar needs to trick people to like their products since for the most part people do have a good impression about the brand and i think those into german luxury vehicles would consider getting a jaguar over say a japanese vehicle.
 

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I just think that this tactic assumes that people are more excited about BMW than Jaguar. A brand admitting this in the first place seems like a mistake for me. I think they should be marketing the vehicle on its own merits instead of using BMW.
 

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I just think that this tactic assumes that people are more excited about BMW than Jaguar. A brand admitting this in the first place seems like a mistake for me. I think they should be marketing the vehicle on its own merits instead of using BMW.
why does it seem to be a mistake to you?
 
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