The multi-day brand event, called the “Jaguar ALIVE Driving Experience,” invites consumers to learn about and drive the company’s full model line-up with professional drivers, view heritage Jaguar vehicles and fully experience the brand in a dynamic setting. The tour kicks off in Phoenix on April 12, then travels to Key West and Southwest markets through the summer before heading to the East and Southeast markets in the second half of 2012 and into 2013.
The Jaguar ALIVE Driving Experience is complimentary to consumers and invites them to experience the performance and technology of the brand’s full model year line-up, including the XF sports sedan, the XJ full size luxury sedan and the XK coupe and convertible grand tourer, through a unique driving experience provided by world-class professional racecar drivers. Attendees will be immersed in Jaguar’s four key values: performance, style, technology and refinement, while learning about the brand’s history through a vehicle display, which includes the iconic E-type and the acclaimed XKR-S, a history of Jaguar technological innovation and a design retrospective.
Seated beside renowned instructors like Davy Jones, Adam Andretti and Roberto Guerrero , consumers will be encouraged to test Jaguar’s high performance cars to their limits, while learning about safe performance driving, including handling, braking, and acceleration, in several closed simulated driving courses.
The Jaguar ALIVE Driving Experience brings to life the new global brand direction and marketing campaign, themed “ALIVE,” launching this month. The campaign underscores that Jaguar makes the world’s most instinctively rewarding performance cars.
“The Jaguar ALIVE Driving Experience provides consumers with a unique opportunity to fully experience the performance ability of our award-winning model line-up,” said David Pryor, Brand Vice President, Jaguar North America. “Coupled with the launch of the ALIVE marketing campaign, we are excited by the opportunity to introduce the Jaguar brand in a refreshed, contemporary way.”
The Tour will be making 18 stops over the next 12 months. The first 7 cities are confirmed for the following dates:
April 13-15 University of Phoenix Stadium, Phoenix, AZ
April 20-22 Cricket Verizon Amphitheater, Irvine, CA
May 4-6 Dodger Stadium, Los Angeles, CA
May 18-20 Lone Star Park, Dallas, TX
June 8-10 Sports Authority Stadium, Denver, CO
June 22-24 Emerald Downs, Seattle, WA
July 20-22 Alameda Point Air Station, Oakland, CA
Later in the year the Jaguar ALIVE Driving Experience will also be hitting Atlanta, GA; Chicago, IL; Boston, MA; New York /New Jersey Tri-State area; Philadelphia, PA; Washington, DC; Ft Lauderdale, FL; Orlando, FL; Tampa/St. Petersburg, FL; Charlotte, NC.
For dates or to find out more information, please visit: www.jaguarusa.com/JaguarALIVEDrivingExperience
Jaguar Cars Limited is a premier manufacturer of luxury sedans and sports cars offering unparalleled design with tremendous performance. The company’s vision throughout its storied history has been simple: To produce beautiful, fast cars that are desired the world over. Jaguar strives to provide a world class ownership experience to every owner. Today’s Jaguar lineup consists of the XJ luxury sedan, XF sports sedan and the XK coupe and convertible sports cars. Jaguar designs, engineers and manufactures exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Jaguar is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs.