Jaguar is planning a “disruptive and edgy” marketing campaign for the launch of its F-Type sports car as it looks to broaden the appeal of the brand beyond its traditional ‘older blokes’ audience to ‘more youthful’ customers, according to Jaguar’s UK managing director Jeremy Hicks.

Speaking to Marketing Week at an event to launch the new car in London last night, Jaguar UK’s managing director Jeremy Hicks says the car marque is upping its marketing investment with the aim of creating "a louder voice" than it’s market share would suggest.

“We have a deliberate policy of overinvesting in share of voice terms because we have to do that as a challenger brand. We shout louder. We’re also trying to be more disruptive and out there in how we do it.

“That is what you’ll see from us now, a little bit more edginess. We are really trying to shift the Jaguar brand at the moment to be seen as much more contemporary and of the moment,” he said.

The appointment of Chelsea manager Jose Mourinho as the brand’s new global ambassador is part of those plans. Hicks says Mourinho provides the “right fit” because of his role as a leader, dismissing any criticism that the decision doesn’t fit with Jaguar’s wider “British” marketing message.

“For me it’s about him as a leader. Tonight he spoke about his passion, his guiding spirit, thinking big, being disciplined. He has great humility and is of the moment.

“It’s not just about being British, it’s about someone being authentic. He happens to be a great fan of Britain and have a great affinity for the country. He is the right sort of character for Jaguar,” said Hicks.