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Jaguar ‘too clever’ for Audi, Mercedes and BMW

Jaguar ‘too clever’ for Audi, Mercedes and BMW

BERLIN: The three major German car companies are the subject of Jaguar’s clever marketing strategy. Audi, Mercedes and BMW, or more precisely their logos, are turned into delicious-looking dishes that you might want to eat but will never take seriously.

Audi’s four rings are turned into a delicious-looking extra-large pretzel, while BMW’s roundel is a blueberry and cream desert. Mercedes seems to be the worst off, as its star is a cut out between three slices of what looks like quiche. Yummy!

These print ads were put together by an agency called Y&R from Toronto, Canada, under the supervision of executive creative director Israel Diaz, who has worked with a number of other car companies, including Kia and Ford.

The three cars being promoted offer slightly different feline flavors, but with the same bit. We’re talking about the XJR full-size sedan, the XFR-S sports sedan and the F-Type R Coupe, which is our favourite. All three are powered by 5-liter supercharged V8s and offer the same output of 550 horsepower.

As usual, we find reason to call “foul” with Jaguar’s play. Even the most powerful Jaguar models of all time play second fiddle to the Germans they presume to devour. For example, Audi gets 560 horsepower, 10 more than the Jag, from a much smaller 4-liter engine. BMW’s rival to the XFR-S is the M5, which comes with 575 hp if ordered with the Performance Pack. As for Mercedes, well they even have V12 engines, which can deliver up to 630 hp on select models.