Automotive News Canada - October 2016 - V2 - 17
17
* OCTOBER 2016
Putting 'butts in seats' sells cars to about 40 per cent of attendees
Jaguar Land Rover targets potential customers and
pushes them to the edge to get them over the edge
By STEVE MERTL
VA N C O U V E R C O R R E S P O N D E N T
PITT MEADOWS, B.C. -
Jaguar Land Rover Canada says
its million-dollar investment to
give prospective buyers handson experience with its products
is paying off handsomely.
Like other luxury automakers such as Porsche and
Mercedes-Benz, the Britishbased OEM stages events that
allow would-be customers to
push the envelope a little to
demonstrate its vehicles' performance potential.
Where it parts company with
competitors is by not including
existing owners.
"This is actually targeted
at shoppers," says Alex Sykes,
Jaguar Land Rover's regional
dealer training co-coordinator
for Canada.
"We try to stay away from
people who are already in the
brand. It's more for people
who've been identified by a couple of our partners, banking
partners, things like that, as far
as potential buyers."
The automaker is doing five
Art of Performance events in
Canada this year: Vancouver;
Calgary; Montreal; and two in
Toronto.
The carefully structured
events give drivers a chance to
whip powerful Jaguar F-Type
sports coupes and XE sedans,
and the new F-Pace sport utility
(PHOTO: JAGUAR)
None of the new locations
will be east of Montreal.
Seven new stores
for JLR Canada
MISSISSAUGA, Ont. - Jaguar
Land Rover Canada says it will
open seven new locations in
central and western Canada
by 2019, bringing its Canadian
retailer network to 32 stores.
Three new outlets will
be in Ontario, in Brampton,
Markham and West Ottawa,
and one each in Montreal,
Edmonton and North
Vancouver, the British-based
automaker announced.
Jaguar sales dipped 11.2 per
cent last year but are up sharply in the first eight months of
this year.
Land Rover sales rose more
than 22 per cent last year and
is on track to exceed 2015 sales
this year.
The new locations will offer
"significant enhancements" for
customers, the company said,
noting its current retailers
have invested more than $300
to upgrade and refresh their
stores. - ANC
around tight handling courses to demonstrate their agility.
Meanwhile, staff from Land Rover's
permanent off-road school at Montebello,
Que. (which hosts free courses for new
LR owners), chauffeur them through
hair-raising demonstrations of the legendary marque's sure-footedness in
extreme situations.
Public Relations Manager John Lindo
says the events have drawn 2,700 people this year. The program is not cheap,
he says, costing roughly $500 per participant, which translates to more than $1.3
million this year.
"We see a great return on investment
for sales," says Sykes.
"I believe the last time we were out
here I believe we got between 30 and 40
per cent (purchasing a vehicle)."
The company's managers in Canada
and the UK are big believers in "experientials," he says.
"Butts in seats really do translate into
sales."
Flashy commercials and lifestyle
advertising bring exposure but there's
no substitute for the "smell of burning
rubber" to establish performance credentials, he says. "That comes back to
the point it's an authentic product," says
Sykes. "It's not just ticking one out of
three boxes." - ANC
Jaguar Land Rover Canada
says events like this
cost about $500
per participant
to put on.
(PHOTO: STEVE MERTL)
Table of Contents for the Digital Edition of Automotive News Canada - October 2016 - V2
Automotive News Canada - October 2016 - V2 - Intro
Automotive News Canada - October 2016 - V2 - 1
Automotive News Canada - October 2016 - V2 - 2
Automotive News Canada - October 2016 - V2 - 3
Automotive News Canada - October 2016 - V2 - 4
Automotive News Canada - October 2016 - V2 - 5
Automotive News Canada - October 2016 - V2 - 6
Automotive News Canada - October 2016 - V2 - 7
Automotive News Canada - October 2016 - V2 - 8
Automotive News Canada - October 2016 - V2 - 9
Automotive News Canada - October 2016 - V2 - 10
Automotive News Canada - October 2016 - V2 - 11
Automotive News Canada - October 2016 - V2 - 12
Automotive News Canada - October 2016 - V2 - 13
Automotive News Canada - October 2016 - V2 - 14
Automotive News Canada - October 2016 - V2 - 15
Automotive News Canada - October 2016 - V2 - 16
Automotive News Canada - October 2016 - V2 - 17
Automotive News Canada - October 2016 - V2 - 18
Automotive News Canada - October 2016 - V2 - 19
Automotive News Canada - October 2016 - V2 - 20
Automotive News Canada - October 2016 - V2 - 21
Automotive News Canada - October 2016 - V2 - 22
Automotive News Canada - October 2016 - V2 - 23
Automotive News Canada - October 2016 - V2 - 24
Automotive News Canada - October 2016 - V2 - 25
Automotive News Canada - October 2016 - V2 - 26
Automotive News Canada - October 2016 - V2 - 27
Automotive News Canada - October 2016 - V2 - 28
Automotive News Canada - October 2016 - V2 - 29
Automotive News Canada - October 2016 - V2 - 30
Automotive News Canada - October 2016 - V2 - 31
Automotive News Canada - October 2016 - V2 - 32
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