Manchester hosts Jaguar XJ launch

The XJ luxury saloon is appearing in a month-long ‘Celebrate Jaguar’ event in Manchester Business District in Spinningfields – renamed Jaguarfields for the duration of the event.

Jaguar is offering the opportunity to try out the new XJ model for 40-minute Ride and Drive sessions for all drivers who are 28 years or over, have held a full licence for five years and had no more than six penalty points.

The test drives will run on Wednesday, Thursday and Friday until 25 May in the Spinningfields area of Manchester.

Dealers in Bolton and Wilmslow will be holding exclusive invitation-only events to celebrate the launch of the luxury saloon.

Over the past two years the Jaguar brand has undergone a huge transformation,” said Geoff Cousins, Jaguar UK MD.

“We chose Manchester to launch our ‘Celebrate Jaguar’ initiative because it has a flourishing business and cultural community that we can get involved with.

“It’s all about engaging with an audience that will appreciate a luxury British product.”

Jaguar says the more hands-on campaign will be used instead of the more traditional TV advertising favoured by rivals.

"The campaign taps into the city’s grassroots business community to forge personal relationships with key influencers,” said Cousins.

The luxury XJ model is a reinvention of the XJ line, with more aggressive styling and a larger, more practical boot. Inside, there is the expected range of equipment such as rear parking camera, blind spot, collision warning, keyless entry and cruise control.

The saloon also features an innovative dual screen, which is capable of showing the driver the satellite navigation and the passenger a DVD. A 20-speaker sound system, leather upholstery and climate control emphasise the luxurious feeling inside.

Available to order now, the Jaguar XJ costs from £53,775 for an entry-level model.