Jaguar Platinum Coverage 5yrs Free Service – but not in the UK

Jaguar is to offer Jaguar Platinum Coverage in the US giving buyers 5 years free servicing. There are no plans to launch in the UK.

Re-defining buyers perceptions of a car brand is an incredibly difficult task. The best way should be to make the very best product possible and sell it at a price that sits just behind the competition. You don’t want to undervalue yourself but you need to make buyers sit up and take notice. Too cheap doesn’t work any better than too expensive, so it’s a delicate balance.

It’s a balance Jaguar has got pretty much right on the XF and the almost here XJ. Without boring the pants off you by going through the price list let’s just look at the top of the tree. The Jaguar XFR has the measure of the competition – yes, even the M5 – yet conspires to be modestly cheaper and better equipped.

The new Jaguar XJ pulls off a similar trick. The top of the range Supersport does – certainly in our eyes – have more to offer than competition such as the Mercedes S63 or the BMW 760. It is certainly better looking and we expect it to be better driving too. Yet it too undercuts both the Mercedes and BMW, offers similar performance and a better standard of kit.

So to any rational person all this – coupled with some terrific J D Power Survey rankings in recent years – should be enough to convince buyers that the Jaguar is the car to have. But Jaguar in North America think they need more on their side to make sales. So they’re going to offer the Jaguar Platinum Coverage on all new Jags from this summer.

The Jaguar Platinum Coverage not only gives 5 years free service but even includes stuff like brake pads and wiper blades and throws in 5 years roadside assistance. Which means you can buy a new XF or XJ or XK knowing exactly what your spend is going to be. And if your new Jaguar proves unreliable – which it won’t – it’s not your problem. Add that to the price, spec and performance and the Jag becomes the no-brainer buy.

Sadly, Jaguar in the UK have no immediate plans to follow suit. We asked them if the US scheme would be launched here and they said there are “…no immediate plans [for the UK] – we will trial it in North America first.” Shame really. It would have been the icing on the Jaguar buying experience. But perhaps we can comfort ourselves by believing that we are discerning enough buyers to ‘Get’ the changes at Jaguar without being bribed.

Or should that be kid ourselves?

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