Jaguar is to launch its new sports car - the F-type - with a web-based campaign in a bid to shake off the 'gin and Jag set' image and target a younger, cosmopolitan consumer.

With footballers, pop stars, and dot.com millionaires in the market for expensive cars, the company is now refocusing some of its marketing drive.

Phil Cazaly, Jaguar marketing director, said the car may be launched through 'viral' internet marketing and may be the first modern Jag to hit the roads without TV advertising support.

Jaguar last week announced that it was to put the F-type into full production. Mr Cazaly said the carmaker intended to take on the hugely successful Porsche Boxster in the 'performance roadster' category with 25,000 sales in its first year.

In order to reach its core audience of professional men and women in their early 30s, Jaguar has brought in web agency Global Beach to devise a new type of campaign.

It is planning to create a dedicated web chat room to create an ongoing dialogue with potential customers and fine-tune the car and its marketing accordingly.

"The Jaguar brand has been defined by the XJ8 - big luxury cars for older white males. But the F-type will appeal to our youngest audience yet, who are highly net-savvy," said Mr Cazaly.

As a result, he said, there may be no need to use the advertising might of Jaguar's retained agencies, J Walter Thompson London and Ogilvy & Mather New York.

The F-type will go on full sale in 2004 and will retail at £30-40,000. Marketing activity will begin this year.