Mike Stevens | Mar 11, 2009

It's often said that there is no such thing as a free lunch, but for Jaguar owners that might be about to change.

Jaguar is looking to reassert itself as a formidable competitor in the high performance luxury car class, and to that end Jaguar management is currently considering establishing a new high tech showroom and driver training facility in the UK.

To get things started, Jaguar will offer buyers of its XFR and XKR models the opportunity to attend ‘R Performance Academy’ courses, beginning in April.

The track-focused performance driving lessons will take place at Jaguar’s test track in Gaydon, with costs for the course included in the purchase price of the company’s R models.

Jaguar is also considering opening the track to the public - for a fee.

The idea behind the customer-coddling attention is to lure buyers to the brand and hopefully sell to them like crazy. It’s an idea already used by the likes of Porsche and Mercedes Benz.


Jaguar is also looking at shifting the facility to a new location incorporating a new state of the art showroom. It’s a concept similar to Mercedes World, based at Brooklands, in the UK.

Jaguar is running the numbers to come up with an attainable budget for the new location, and estimates put the new facility at around £5 million (AUD $10.6 million).

This means that, in this period of economic struggle for car makers, it may be a few years yet before work begins on a new facility.

Still like the sound of that free lunch? It could be yours - all it takes is the purchase of a new Jag.



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