Jaguar is hitting the road and taking its new model line-up for a spin

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  • "Jaguar ALIVE Driving Experience” invites consumers to learn safe performance driving from professional drivers, while experiencing full model line-up and brand education
  • Tour kicks off in Phoenix on April 12 and travels to key U.S. markets throughout the year
  • Multi-day brand experience supports new global marketing campaign, ALIVE

Jaguar is hitting the road and taking its new model line-up for a spin. The company is launching an 18 city U.S. tour to reestablish the storied British brand among luxury consumers in a new modern context. 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. Interested consumers can log onto  for more information.

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:


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