PITT MEADOWS, B.C. — Jaguar Land Rover Canada says its million-dollar investment to give prospective buyers hands-on experience with its products is paying off handsomely.
Like other luxury automakers such as Porsche and Mercedes-Benz, the British-based OEM stages events that allow would-be customers to push the envelope a little to demonstrate its vehicles’ performance potential.
Where it parts company with competitors is by not including existing owners.
“This is actually targeted at shoppers,” says Alex Sykes, Jaguar Land Rover’s regional dealer training co-coordinator for Canada.
“We try to stay away from people who are already in the brand. It’s more for people who’ve been identified by a couple of our partners, banking partners, things like that, as far as potential buyers.”
The automaker is doing five Art of Performance events in Canada this year – Vancouver, Calgary, Montreal and two in Toronto.