CELEBRATING WITH PLATINUM

While other car brands are using the traditional "big red bow" to celebrate the holidays, Jaguar's U.S. sales and marketing approach this season is to focus on the theme of celebration itself, with an emphasis on highlighting the Jaguar brand's transformation and successes.

It is an incredible time in the world of the Jaguar brand, writes Sharon Corrigan, Vice President of Marketing, Jaguar North America. With the launch of the all‑new XJ, the transformation of our lineup into modern beautiful fast cars is complete. We need to celebrate that accomplishment and enjoy the many awards and honors the Jaguar lineup is receiving. The Jaguar Platinum Celebration campaign tells that story.

The Jaguar Platinum Celebration campaign creative features fireworks to add a little sparkle to our story. You may have seen the new TV spots, the newspaper and magazine ads, and can’t‑miss billboards in major markets across the country.

In addition to celebrating our transformed lineup, we’re also trumpeting the fact that buyers of a 2011 Jaguar are receiving a truly unparalleled ownership experience. For 5‑years or 50,000‑miles our new best‑in‑class Jaguar Platinum Coverage* offers complimentary scheduled maintenance, no‑cost replacement of wear and tear items, 24/7 roadside assistance and a 5 year/50,000 mile new vehicle limited warranty. For a buyer, that’s real peace of mind

Jaguar Platinum Coverage builds on the already outstanding experience our customers have at Jaguar dealerships. This past month, J.D. Power and Associates’ announced the 2010 Sales Satisfaction Index (SSI) and ranked Jaguar highest among all luxury brands in the industry.

We have a lot to celebrate at Jaguar: beautiful, fast cars; class leading warranty and maintenance coverage; and the top ranked luxury sales experience in the business.

But since it’s the holidays, and everyone is promoting special offers, we of course are offering a few.

For anyone buying or leasing a new 2011 Jaguar between now and February 28 next year, they’ll receive membership to Jaguar Platinum Access, an exclusive Jaguar program that provides access to some of the world’s best‑known luxury brands that Jaguar is partnering with.

They include the likes of Donna Karan New York, Canyon Ranch, Virgin Atlantic, Spago, Mandarin Oriental, Neiman Marcus and many more, to provide exceptional exclusive offers to Jaguar owners.

Take the offer with Virgin Atlantic as an example. Jaguar Platinum Access membership provides instant Silver Status – and a fast‑track to Gold – in Virgin’s world‑renowned Flying Club. At a Canyon Ranch spa destination, it means upgraded accommodations and a complimentary amenity package valued at $550.

And lastly, it wouldn't be the holidays without a special offer. Throughout the Jaguar Platinum Celebration, we will also be promoting an aggressive $599 lease deal on our 2011 XF. A great car, a great price and a great ownership experience. Now that’s worth celebrating.

For the luxury car buyer, we think offering these amazing deals call for something more exciting and spectacular –  Happy Holidays!

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