Jaguar to Introduce Free Maintenance Program in the U.S.
Dubbed the Jaguar Platinum Coverage program, the initiative offers a five year/50,000 mile new vehicle warranty with free scheduled maintenance and will include the replacement of major wear and tear parts free of cost, as well as 24/7 roadside assistance, aiming to offer complete support for Jaguar customers.
The new program will make its debut with the new XJ flagship sedan, which is scheduled to enter the market next month. The XF sedan and the XK coupe will be included in the program starting from June, when their 2011 model years versions will debut.
The project is a new approach for Jaguar, being completely different from the automaker’s previous free maintenance program, which asked owners to pay for certain wear and tear parts and was killed in 2006.
“This will dramatically improve people’s perception of the brand,” said Richard Beattie, vice president of the company’s marketing and sales division. “Getting customers into our cars is a real goal. If they don’t want to shop for Jaguar because they feel servicing is too expensive, we have wiped that concern out completely.”
The executive explained that the new program represent a complete change in Jaguar’s business strategy, adding that the company expects it to be a strong argument in favor of the brand and that it should bring many new customers.