Jaguar ramps up free maintenance program on 2011 models

Jaguar North America, seeking to dispel lingering image problems and quell concerns about repair costs, is launching a free scheduled maintenance program for all 2011 models.

The Jaguar Platinum Coverage program is a 5-year/50,000 mile new vehicle warranty with free scheduled maintenance, no-cost replacement of major wear-and-tear parts and 24/7 roadside assistance.

Unlike Jaguar's previous free maintenance program, there is no cost for oil changes, filters, brake pads, brake discs, brake fluids and wiper blade inserts. Jaguar pulled the plug on the old free maintenance program for 2006 models while still under Ford Motor Co. ownership. India's Tata Motors acquired Jaguar along with Land Rover from Ford for $2.3 billion in 2008.

The new program will launch with the new generation XJ sedan which goes on sale in May. The 2011 model-year XF sedan and XK coupe go on sale in June. Jaguar's current traditional warranty is for 4-years/50,000 miles.

Richard Beattie, vice president of marketing and sales, said the new program is “game changing for Jaguar,” and will generate traffic. He said the program could be a “deal closer” for many Jaguar stores.

“This will dramatically improve people's perception of the brand,” he said. “Getting customers into our cars is a real goal. If they don't want to shop for Jaguar because they feel servicing is too expensive, we have wiped that concern out completely.”

Jaguar sold 2,375 vehicles in the United States during the first quarter, a 14 percent drop compared with the same quarter of 2009. Total U.S. vehicle sales rose 16 percent during the period.

By Diana T. Kurylko- Automotive News