Jaguar Land Rover thinks it has the answer by associating itself with something "cool" and hoping it rubs off on its brands.
Jaguar Land Rover announced last week its new global ambassador Noodle, Japanese guitarist and founder member of virtual British band Gorillaz.
Noodle is the 21st century Japanista and founding member of Gorillaz. The band have released five albums since 2000, selling over 100 million records globally.
Panasonic Jaguar racing will spearhead a campaign that will help underline the important role Formula E will play in developing the next generation of electric vehicle technology. Noodle will help to highlight the opportunities this gives young people to get involved and be a part of the biggest change the car industry has ever seen.
Britain is facing a dire shortage of engineers and Jaguar hopes to address the need to fill vacancies using the latest campaign.
“By 2022, we’re facing a shortfall of 300,000 skilled engineers in the UK alone. It is our responsibility to change this future by inspiring young people,” said Jaguar Land Rover global PR communications director Fiona Pargeter.
“Yes we want to be successful on track, but Formula E can be a once in a generation opportunity to inspire the future generations of engineers. A global platform to inspire and attract young children to a career in innovation and engineering – through Panasonic Jaguar Racing’s partnership with Noodle we hope to inspire millions of young people to help invent the future.”
