Jaguar Land Rover North America is sharpening the focus of its marketing for the 2014 F-Type sports car to reach a youth-minded target audience.

After months of hype, Jaguar Land Rover released its short film called “Desire” to push brand lifestyle and up curiosity in the new F-Type model.

British automaker Jaguar is looking to engage consumers in its home market through a daily social campaign that was designed to spark conversation on the new F-Type sports car.

Jaguar North America is prompting users of mobile image-sharing application Instagram to capture the essence of the brand for the chance to be one of the first U.S. drivers of the F-Type model.

Jaguar is using musician Lana Del Ray as the spokesperson for its new F-Type model, but some experts are questioning whether the singer is the right choice for the automaker’s image.

British automaker Jaguar will bring two new forced-induction engines to the global market to expand its current line of vehicles, but experts are wondering whether less-powerful engines clash with its new mechanically-focused Alive campaign.

British automaker Jaguar is pushing its email newsletter tailored to the new F-Type vehicle in a digital campaign that comprises Web site, social media accounts and a video with an element of mystery.