Jaguar is gearing up to launch the all-new 2017 XE compact sports sedan and upcoming F-PACE crossover in the U.S., two vehicles that are extremely important to the automaker. Jaguar is counting on them to get people excited about the brand, and especially Millennials, as it attempts to catch up to some of its luxury counterparts.
To that end, Jaguar is launching The Art of Performance tour to get potential customers behind the wheel of the XE months in advance of its 2016 on-sale date. They’ll also be able to get a look at the new F-PACE and other 2016, 2017 Jaguar models while they’re at it.
Jaguar is making no secret its plan to target Millennials either and that’s where the tour’s digital experience comes in. Participants will have the chance to appear in a shareable, action-packed short film called The Audition. They’ll play the role of a rookie spy racing through a deadly gauntlet, armed only with the Jaguar XE. The Audition will be filmed in seven scenes that will be compiled into a short video that is delivered to attendee’s mobile device in real time. Attendees will be able to share the audition video over Facebook.
The tour kicks off in Los Angeles this week from November 19-22 and runs about six months. Future undisclosed dates include San Francisco, Dallas, Miami, New York, Washington, Miami And Chicago. You can RSVP here.
Jaguar says it hopes it can reach 10,000 potential buyers by heading out on the seven city tour. To sweeten the deal, event attendees will also be to be offered special incentives to reserve a Jaguar XE or F-PACE vehicle in advance of their release.
Photo Credit: Jaguar