Luring UK buyers

JAGUAR XE: On a test drive.

THREE classic brands and three very different offers. British motorists have a wealth of intriguing options at their disposal courtesy of Ducati, Aston Martin and Jaguar, although it goes without saying that there are certain ‘budgetary hurdles.’ 

Italian (though now German owner) motorcycling powerhouse Ducati are opening up their prohibitively expensive range to the average motorhead by offering special financing deals cut to just €500 a month for beasts including the Monster 821 and Panigale R, with far less pricy options for cheaper bikes. 

Meanwhile luxury brand Aston Martin has opened a shop (sorry ‘brand experience centre’) at No 8 Dover Street in London’s plush Mayfair district. Showcasing cars but also masquerading as a modern Aston Martin museum, the centre will hold art exhibitions and be instrumental in the manufacturer’s move into a luxury market typically dominated by perfumed watch wearers. 

Jaguar is taking a more traditional approach aimed at the real motorist rather than the luxury crowd. The British brand is inviting drivers to visit UK showrooms throughout September to test drive the new XE and compare it with rivals including the BMW 3 Series, Mercedes C-Class and Audi A4. 

The brave move has seen them acquire 250 rival cars to allow potential buyers to perform a real group test across the four brands, with an eye on proving the XE’s superiority. 


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