Jaguar is giving car shoppers the opportunity to get behind the wheel of its new XE sedan before it’s available for sale.
The British automaker’s North American division announced The Art of Performance Tour, what it calls “an unprecedented test drive and digital engagement experience to introduce the Jaguar XE compact luxury sedan to millennial consumers across the United States.” Consumers will be able to test drive the XE months before its on-sale date and will also be included in a first-of-its-kind sharable short action film.
The multi-city tour will also allow shoppers to get an up close look at the brand’s first performance SUV, the F-Pace.
Instead of offering just a traditional, mundane test drive experience, The Art of Performance Tour will give participants the opportunity to star in their own two-minute, action-packed film sequence called The Audition, featuring actor Graham McTavish. In the short film, attendees will take on the role of a rookie spy racing through a deadly gauntlet, armed only with the Jaguar XE. Filmed across seven scenes that will be seamlessly recorded and compiled into a short video, attendees will be able to get their film delivered to their mobile device in real time.
After filming The Audition, participants then get to take a high-performance test drive of the Jaguar XE both on the street and on a closed autocross course.
The tour will open up to the Los Angeles area from November 19-22 before it travels to six other major U.S. cities throughout winter and spring 2016 including San Francisco, Dallas, Miami, New York, Washington, D.C. and Chicago.
”The Jaguar brand has an unprecedented opportunity to make a bigger impact in the U.S. market with a new expanded line-up, more competitive pricing and the EliteCare Ownership Package,” said Kim McCullough, vice president of marketing, Jaguar Land Rover, North America, LLC. “The Jaguar XE is at the heart of this next generation of Jaguar and will be bringing an influx of new younger customers into the brand. The Art of Performance Tour will give customers across the U.S. a chance to see the entire new line-up, including the F-PACE and experience the Jaguar XE by taking the traditional test drive model and updating it for the digital era.”
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