The basics of luxury marketing should tell you that luxury at “1/2 Price,” is no longer luxury. All attempts at being aspirational or elite go right out the window when you choose price as your lead-in.  Chalk this one up as a bad luxury car marketing call from a great company.

LUXURY CAR MARKETING FACT:  From 1999 to 2008, Jaguar was part of Ford Motor Company’s ill-fated Premier Automotive Group.  Despite being part of an impressive roster of luxury car manufacturers that included Aston Martin, Land Rover, Lincoln, and Volvo, the company failed to turn a profit for Ford and was eventually sold off to Tata Motors of India in 2008.