Jaguar buys 250 Mercedes, BMW & Audi for customers to compare to Jaguar XE

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Jaguar has bought 250 BMW 3-Series, Mercedes C-Class and Audi A4 for group tests against the Jaguar XE at Jaguar’s UK showrooms.

Car buyers may have reduced the number of times they visit a car showroom before buying a new car from 10 a decade ago to just 1.5 now (with most of their research done online looking at independent reviews), but that’s not stopping Jaguar from doing what they can to get buyers for the Jaguar XE in to physical showrooms.

Convinced the XE is the best in sector, Jaguar has bought up a fleet of 250 BMW 3 Series, Mercedes C-Class and Audi A4 to distribute round its dealer network so they can offer potential buyers of the XE the opportunity to test all its rivals at the same time.

Jeremy Hicks, JLR MD, said:

Our offer is simple: if you are interested in test driving a Jaguar XE, but are uncertain about how it will compare against its key rivals, then contact your local Jaguar retailer and arrange your own personal group test. It’s a bold move, never done before by a manufacturer in the UK, but the Jaguar XE speaks for itself. It is the best looking car in its class, appealing to the heart but with class-leading running costs that add up to a shrewd financial purchase.

The Jaguar XE is certainly a contender, and its sales so far this year – more than 30,000 – show buyers are succumbing to its appeal, although sales need to be a chunk more than they are before the Germans get seriously worried.

But with initiatives like this, the XE could still be the car to truly turn Jaguar in to the success story Land Rover has become. Although that is more likely to be thanks to the new F-Pace and its future smaller sibling.

If you want to play at car reviewers as you decide which of the Jaguar XE, BMW 3 Series, Mercedes C Class and Audi A4 you splash your hard-earned on, then get to your local Jaguar dealer this weekend.