Taking then-Chrysler CEO Lee Iacocca’s early-ʼ80s tagline, “If you can find a better car, buy it!” a step further, Jaguar is so confident in its XE sports sedan it is letting potential buyers test the model’s rivals at its showrooms across the U.K.
During the weekend of Sept. 2-4, shoppers can test up to three competitors’ vehicles at Jaguar U.K. showrooms before deciding whether the XE is the car for them.
Jaguar claims it is the first U.K. automaker to offer such a grille-to-grille evaluation through its showrooms.
More than 250 copies of three main rivals to the Jaguar XE have been brought in and placed at key Jaguar retailers across the U.K. for the magazine-style group tests to take place.
A JLR press release does not identify the XE’s competitors, but several U.K. blogs identify them as the Audi A4, BMW 3-Series and Mercedes-Benz C-Class.
“Our offer is simple: if you are interested in test driving a Jaguar XE, but are uncertain about how it will compare against its key rivals, then contact your local Jaguar retailer and arrange your own personal group test,” Jeremy Hicks, managing director-Jaguar Land Rover, says in a statement.
“It’s a bold move, never done before by a manufacturer in the U.K., but the Jaguar XE speaks for itself.”
Hicks says the XE is a class leader in efficiency, performance and cost of ownership and holds its own against the world’s most established players in the most hotly contested sector of the market.
“We know it, the critics know it, now it’s time for car buyers across the U.K. to know it – and crucially, experience it – for themselves,” Hicks says.
The XE has played a crucial role in JLR’s record-breaking sales in 2016, with almost 30,000 global deliveries so far this year. The sedan, built at Jaguar Land Rover’s Solihull Advanced Manufacturing Plant, is priced from £26,990 ($35,473).
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