Jaguar Land Rover brings brand to customers


Jaguar Land Rover has come up with a new way to put prospective customers behind the wheel of Jaguar Land Rover vehicles. It’s called the Art of Performance Tour, in which buyers can experience the brands in a fun environment.

One such event was held Oct. 21 at Toronto’s Ontario Place, in which Canadian auto dealer and other attendees were invited to take a Jaguar XE, F-TYPE and F-PACE through a series of test drives on different closed courses. Attendees were able to experience the off-roading capabilities of the Range Rover Sport, which drove up and down a hydraulic lift on a 45-degree angle.

“The best way to get people into our showrooms and to help our dealers is to get people test driving them,” said John Lindo, Public Relations Manager for Jaguar Land Rover Canada, in an interview with Canadian auto dealer.

The Ontario Place stop on the tour brought out special guests to honour the 2017 Invictus Games: Natacha Dupuis, Invictus Games 2017 Team Canada Co-Captain, and Vimy, mascot for the games.


Jaguar Land Rover is the 2017 sponsor for the Invictus Games in which more than 550 ill, injured and wounded soldiers from around the globe will compete in various adaptive sports. The 2017 games will be coming to Toronto on Sept. 23-30.

Dupuis also took part in the test drives to help prepare for a driving challenge in the upcoming games.

“This is so exciting. It will be nice to practice,” said Dupuis in an interview with Canadian auto dealer.

Lindo said the games are synonymous with the spirit of the Jaguar Land Rover brand.

“The Land Rover slogan is “above and beyond,” and the whole games is about the triumph of the human spirit, overcoming obstacles,” he said.

Jaguar Land Rover dealers will be able to get involved in the 2017 games, Lindo added.

“Dealers are very excited — they think it’s a great cause. We are going to be working with our dealers to be sure we are doing something in our showrooms and we really partner with them as much as we can.”

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