FRANKFURT: The German arm of car maker Jaguar, has restructured and
enlarged its communications department.
Paul Schinhofen has been brought in with immediate effect to handle
press and publicity work for the firm’s products on the German
Schinhofen joins from Jaguar’s parent company Ford where he has spent
two years as head of business communications. He began his career in
journalism at the Vogel-Verlag in Wurzburg, and has since served as
editor of specialist magazine Auto Motor und Sport. Schinhofen has also
worked in PR for Porsche’s press department.
Schinhofen reports to Cornelia Kliegl, head of PR for Jaguar since
earlier this year. Kliegl has been with the company for four years, as
head of marketing services.
A variety of changes have made the communications expansion
Jaguar began to expand its offering in the middle-of-the-range market
early last year. In March 1999, the S-Type was launched, while a further
model with the working title X-400 is planned for next summer.
The company has also been involved in the Formula 1 Jaguar Racing team
since the start of the season this year.
’We want to be taken more seriously,’ said Kliegl. ’The image of Jaguar
is close to that of Rolls Royce in the consumer consciousness, which
should no longer be the case. If we want to sell more cars, we will have
to communicate this properly,’ she added.