The Jaguar Platinum Coverage program is a free scheduled maintenance program for all 2011 models that will be offered by Jaguar North America starting May.
This is being done to dismiss any persistent image problems as well as to address concerns about the costs for repair. The program offers 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.
This new program has several advantages over the previous free maintenance program since oil changes, filters, brake pads, brake discs, brake fluids and wiper blade inserts are provided for free.
Jaguar pulled the plug on the old free maintenance program for 2006 models while it was still under Ford Motor Co. ownership. In 2008, India's Tata Motors acquired Jaguar along with Land Rover from Ford for $2.3 billion. This new program will launch with the new generation XJ sedan that goes on sale in May. The 2011 model-year XF sedan and XK coupe will start selling in June.
Jaguar's current traditional warranty is for 4-years/50,000 miles. Richard Beattie, vice president of marketing and sales, applauds this new program, which it regards as "game changing for Jaguar."
He believes that aside from generating traffic, the program will close the deal at many Jaguar stores. He expects the program to "dramatically improve people's perception of the brand," especially that he realizes that many don't consider a Jaguar because of the very expensive servicing. This program eradicates that worry completely. [via autonews - sub. required]