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Jaguar kick-starts the ‘Alive’ drive experience

July 23, 2014, 06:47 PM IST by Ranjan R. Bhat
Jaguar kick-starts the ‘Alive’ drive experience

Jaguar has announced a multi-city drive program called ‘Alive’. This driving program will give customers across 12 major cities in India an opportunity to try out the Jaguar F-Type and the XKR-S sportscars. The program will commence in Indore and will take place over two days – July 24 and July 25. 

Mr. Rohit Suri, VP, Jaguar Land Rover India, said, “The Jaguar ‘Alive’ Drive Experience gives our customers the opportunity to experience the cars’ performance, comfort and sophistication. We are thrilled to commence the program in Indore.”

Initiatives like the ‘Alive’ drive experience play a big role in providing the manufacturer with exposure and increasing its brand awareness. This is important especially for luxury car manufacturers whose customers’ buying decisions are significantly affected by such customer engagement programs. 

Since Jaguar was acquired by Tata Motors in 2008, competition between the British car manufacturer and its German rivals is heating up. Under Tata’s ownership, Jaguar’s profits are rising steadily and it delivered the best ever sales figures in 2013. It is also one of the fastest growing luxury car brands in the country, with the sales figures having increased by 21 per cent from the previous year. With the Jaguar XE, Jaguar plans to take this offensive up one level to rival the likes of BMW 3 Series, Mercedes-Benz C-Class and the Audi A4.

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