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Jaguar’s The Art of Performance Tour Highlights Test-Drives, Spy Caper

Jaguar's The Art of Performance Tour Highlights Test-Drives, Spy Caper

LOS ANGELES – Jaguar’s The Art of Performance Tour not only gives car shoppers the chance to test-drive the 2016 Jaguar XE compact luxury sedan, it also lets them “play a rookie spy” and star in a short action film. The tour launched at the 2015 Los Angeles Auto Show.

Participants can also get behind the wheel of the new 2017 Jaguar F-Pace SUV.

The tour is part of a major reboot for Jaguar in the U.S., as it emphasizes more affordable pricing, a new warranty-and-maintenance program and a major push to win the hearts and wallets of millennial buyers.

“The Art of Performance Tour will give customers across the U.S. a chance to see the entire new lineup, including the F-Pace and experience the Jaguar XE by taking the traditional test-drive model and updating it for the digital era,” said Kim McCullough, vice president of marketing for Jaguar Land Rover North America, in a statement.

Jaguar said it expects a minimum of 10,000 consumers will participate in the tour over the next six months.

The automaker also hopes to create a buzz on social media as tour-goers share personalized versions of their short action film, dubbed “The Audition,” with friends and followers.

The film angle “celebrates Jaguar’s long-standing relationship with movies,” including the James Bond series.

“Attendees will play a rookie spy racing through a deadly gauntlet, armed only with the Jaguar XE,” the automaker said.

The movie is then delivered to the attendee’s mobile device in real-time. They can then upload the video to any of their social media platforms or upload a 7-second clip to their Facebook page to establish it as their new profile video. In other words, this is crowd-sourced auto marketing and advertising taken to the next level.

The Jaguar tour will be open to Los Angeles area consumers from November 19-22. It will then travel to San Francisco, Dallas, Miami, New York, Washington, D.C. and Chicago.

Consumers can sign up at

The Jaguar XE is on sale now at Jaguar dealerships. The Jaguar F-Pace will go on sale in the spring.

Edmunds says: An all-star cast of Jaguar vehicles and a scene-stealing approach to advertising sounds like a winner.

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