When the Ford Motor Company established a focussed steering group for its premier automotive brands it also made the decision to take the Jaguar marque into Formula One. Jaguar already stood for classic sports cars but was increasingly ignored by the younger generation. The addition of Formula One to Jaguar’s communications channels was intended to enhance perception of Jaguar’s engineering integrity and to put the brand on the map with a more youthful audience.

Interstate’s task for the Premier Automotive Group was to define a series of basic principles and opportunities which the team would embody as it took the famous Jaguar leaper into Formula One for the first time.