Mohamed Yousuf Naghi Motors, the official importer of Jaguar vehicles in the Kingdom of Saudi Arabia, in partnership with growth marketing and creative agency Home of Performance (HOP), has officially unveiled “Obsidian,” a bespoke premium identity designed exclusively for the final launch of the iconic Jaguar F-PACE.
The exclusive campaign marks the closing chapter of one of Jaguar’s most celebrated modern vehicles as the manufacturer moves toward a fully electric luxury future. Rejecting standard “limited edition” naming conventions, Home of Performance anchored the creative strategy on finality, legacy, and resolution. The identity is inspired by obsidian—a rare volcanic glass formed under extraordinary, intense natural conditions.
Engineering Artistry and Precision
To celebrate this milestone, HOP directed the end-to-end creative lifecycle, moving seamlessly from conceptual digital design to physical manufacturing. The custom “Obsidian Edition” physical vehicle badge features sharp, geometric letterforms, precise blade-profile separators, and a custom-engineered “A” structure. Finished with a premium metallic sheen, the badge is designed to blend effortlessly with the vehicle’s body. Production is strictly limited to just 15 exclusive custom creations across Saudi Arabia.
Executive Perspectives
Key leaders from Mohamed Yousuf Naghi Motors and Home of Performance highlighted the “Obsidian” project as a meaningful tribute to the F-PACE’s legacy in Saudi Arabia, aiming for a refined, confident, and premium final expression.
Comprehensive Campaign Rollout
Home of Performance implemented a strategic, three-part approach to launch the Obsidian edition. This included crafting a premium “final chapter” narrative, managing the technical design and production of the exclusive physical emblem, and creating high-end, multi-channel digital assets to support the rollout.
