Jaguar Land Rover – Butterfield Harris
Growing a profitable sub brand globally
How Butterfield Harris developed a set of guidelines and strategies that defined the SVO sub brand and clarified its relationship with the Jaguar and Land Rover parent brands.
On the back of past work for Mercedes AMG, Butterfield Harris were appointed to help develop a new brand positioning and strategy for Jaguar Land Rover's SVO division that would provide a strong framework for the marque globally, and facilitate more consistent growth and expansion going forward.
JLR, the leading UK and global car firm, was seeking to rapidly grow its highly profitable Special Vehicle Operations (SVO) division.
SVO’s initial launch in 2014 had been a considerable success, but growth had out-paced the brand’s original niche positioning.
Furthermore, the brand’s expression in areas such as vehicle naming and badging had become confusing both internally and externally.
Butterfield Harris’ recommendations encompass brand architecture, positioning versus competitors, proposition and key messages.
These were wrapped in an SVO ‘Brand Manifesto’ that will govern all forms of communication and implementation going forward, and will flow through to new model introduction strategies and naming.
These recommendations are being implemented within JLR/SVO as the company gears up for a major expansion in the role and scale of the SVO brand.
Butterfield Harris undertook a thorough review of global customer research, and conducted original research amongst high-net-worth owners and prospects. They also interviewed multiple stakeholders within the JLR world globally, and fed back these findings with challenging recommendations.
They then worked closely with the CEO and CMO to develop a set of guidelines and strategies that would define the SVO brand more distinctively, and clarify its relationship with its two parents – Jaguar and Land Rover.