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.

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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.

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Luxury automakers are upping brand engagement through social media and mobile efforts that are aimed at attendees and enthusiasts at the New York Auto Show.

Jaguar Land Rover North America is enticing consumers to view models that were launched at the New York International Auto Show March 27 with video content and other promotions.

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.

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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.