Gareth B Jenkins Gareth B Jenkins Content Strategist | Copywriter | Scriptwriter

The Brief

Working closely with UX and Design colleagues to produce consumer copy and UX copy that works well with the imagery and aligns to the user journey. I worked closely with the Creative Director and account managers for Jaguar to ensure messages aligned across channels. 

The copy was developed as the global template before being translated and localised for 26 markets. 

My input into the project

  • Reviewed the new product with client and colleagues
  • Discussed competitor approaches and Jaguar’s response
  • Discussed user journey with UX architects and creative with art directors
  • Read up on newly created persona for Jaguar I-PACE
  • Discussed user needs with client’s Insight and Product teams
  • Copy written for 12 pages of SEO keywords included where appropriate. Copy amended following client feedback
  • Worked with Development team on copy for new interactive components
  • Reviewed existing electrification content on and recommended retirement of content where appropriate

The Results

From publication in March 2018 to June 2019, we helped the client achieve...

  • 7,823,826 unique users
  • 1,344,350 vehicle configurations completed
  • 3.85 page views per user
  • In April 2019, the Jaguar I-PACE became the 2019 World Car of the Year, also winning Best Design and Best Green Car awards. It is the first car to win all three categories in the same year.

The Content

"Time to change. Time to remain resolutely Jaguar."

"For over eighty years, Jaguar has created cars that excite the senses. Electric power doesn’t change this, it only produces more opportunities for creating the dramatic performance we are renowned for."

"I-PACE is a Jaguar above all else – a true driver’s car. Its electric motors and near perfect weight distribution deliver 696Nm of instant torque and sports car agility."

"Whether this is your first or next electric vehicle, discover how JaguarI-PACEfits seamlessly with your lifestyle using our charging questionnaire."

"Thrilling Jaguar power and dynamics with zero tailpipe emissions – everything you would expect from an all-electric performance SUV."

"Seamlessly integrated technology, abundant space, and exceptional calm."

"The cabin is a sanctuary from the outside world. For outstanding refinement, sophisticated motor encapsulation reduces sound while the sharp exterior design minimises wind noise."

The full set of copy is available to view in situ at