INTERNATIONAL: Jaguar restructures PR in German market

FRANKFURT: The German arm of car maker Jaguar, has restructured and enlarged its communications department.

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

market.



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

necessary.



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.



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