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Business Week: Spike Lee Pitching Jaguars?

24 April 2000

Business Week: Spike Lee Pitching Jaguars?

    NEW YORK--April 20, 2000--In an unusual alliance, Jaguar Cars has hired filmmaker Spike Lee to produce a series of Internet ads and promotional videos it hopes will attract more well-heeled African Americans and other hip young urbanites, Business Week reports. That wider audience is crucial as the British auto maker tries to expand from an elite niche brand to a marque with less expensive, higher-volume cars. Jaguar is already "on the radar" of urban hip, says Lee. But buying a Jag? "It just seemed inaccessible," he says. But Lee is also worried about salesmen who may brush off black car shoppers. So he and Jaguar are discussing sensitivity training for sales reps, the magazine reports.