My social media was fired up this past weekend with the Royal Wedding. Stop! Before you click off, hear me out. The best part of any wedding, for us automotive enthusiasts, is the getaway car that the bride and groom drive away in, right?
But what if your getaway car was silent?
Prince Harry and his bride’s getaway car was a 1968 Series 1.5 Jaguar E-type, Concept Zero. Stunning car. Even Enzo said it was the most beautiful car ever built. And he built some eye watering examples to compare it with. That ‘something borrowed, something blue’ Jag was rebuilt by Jaguar Classic division and it was an all-electric E-Type, first revealed in 2017 at its Tech Fest event in London with Jaguar saying all their production vehicles will be electric by 2020. The car was converted to electric power at JLR Classics new 14,000 square foot headquarters in Coventry. I heard they pulled an American V8 out of that car so don’t fret too much about the original engine going bye-bye.
Best marketing ploy ever!
Almost all marketing is an attempt to amplify and the stories we tell and the selling we do depends on our goals. When you drive a big block Cobra, a Dodge Demon, or an Enzo Ferrari, you want to be heard. You’re telling a story. You want to be more visible. A loud exhaust note does just that.
But Harry’s leased Jaguar didn’t utter a purr.
And that’s what made it scream. When you decide to create your marketing message, begin with the goal in mind and remember, some times you don’t have to be very loud.
Photo credit: Jaguar Land Rover Classic Works
It’s not a 1968 if those lights are original… ; > )
Keen eyes Greg. We would have to consult with the Jaguar Classic guys to find out the answer to that question.