Jaguar is aiming to showcase the qualities of its XE saloon to buyers – by having them test its rivals.
Over this coming weekend anyone test driving an XE at key Jaguar showrooms will find up to three rival models also available for analysis.
More than 250 rival cars have been placed in the showrooms for the tests, which Jaguar is comparing to the comparison tests carried out by the motoring media such as The Car Expert.
Jaguar Land Rover UK managing director Jeremy Hicks admits that the move is bold, never done before by a manufacturer in the UK, but believes that the Jaguar XE speaks for itself.
“It is the best looking car in its class, appealing to the heart but with class-leading running costs that add up to a shrewd financial purchase,” he says.
“It’s a class leader across the key measures of efficiency, performance and cost of ownership and absolutely holds its own in the most hotly contested sector of the market against the most established players in the world – we know it, the critics know it, now it’s time for car buyers across the UK to know it, and crucially, experience it, for themselves,” Hicks adds.
Jaguar has already sold more than 30,000 examples of the XE in 2016. Versions now on sale, at prices starting from £26,990, include 2017 model year updates. The major addition is an all-wheel-drive system, available to order on 180hp 2.0-litre Ingenium-engined variants of the car.
Also new to the line-up is the InControl Touch Pro infotainment system, based around a 10.2-inch tablet-style touchscreen. The system offers a Wi-Fi hotspot for up to eight devices, and is compatible with an Apple Watch app, that offers remote functions including fuel level check, lock and unlock, and even remote engine starting.
Dubbed ‘The Jaguar XE Challenge’ the rival test drives take place from 2nd-4th September. Details of participating dealers are here.