Jaguar Land Rover India Experiential Tours Continue to Thrill Enthusiasts Across India

Marketing | March 25, 2019 | News

70 EMG Jaguar

Started in April 2017, the Art of Performance Tour is an experiential event, produced by Seventy Event Media Group, that hosts a series of specifically designed track activities that allows Jaguar cars to showcase their performance prowess which truly excites the senses. These three track activities, namely speed-run, slalom exercise, and lane change and brake test; highlight the stellar agility and responsiveness offered by each Jaguar car. The entire range of Jaguar vehicles – XE, XF, XJ, F-PACE, and F-TYPE – are available for guests to try out with these exciting tests under the guidance of trained Jaguar-certified instructors.

The Art of Performance Tour has allowed thousands of prospective customers across 50+ events to experience the thrill and performance of Jaguar cars. Incidentally, in the first 12 months of The Art of Performance Tour coming into existence, Jaguar Land Rover India posted an 83% rise in sales in FY18 as per a report by Economic Times. 

Commenting on the success of The Art of Performance Tour Rohit Suri, President & Managing Director, Jaguar Land Rover India Ltd. (JLRIL), said, “We are pleased to state that The Art of Performance Tour has garnered great response across all our city visits so far. This experiential tour is specifically designed to showcase the agile performance of all our Jaguar cars, and I am delighted that the objective is being fulfilled through an event that promises excitement through performance.” 

Surrounded by dedicated staff, product specialists and certified instructors from Rayo Racing, the brand is tangibly brought to life for 200 guests in each city. From experiencing its high-performance F-Type sportscar and test-driving Jaguar’s entire line-up to experiencing first-hand the high-speed control and mid-speed handling; it personifies Jaguar’s ethos of performance and luxury. The custom-built modular structure, capable of hosting 50 guests at a time, along with planned areas for a 600-meter driving track, lounge, briefing zone, crew resting tent and an on-site kitchen, produced and managed by 70 EMG, ensures a consistent experience for all the participants across cities.

A long-time petrolhead and 70 EMG Director of Marketing, Thanush Joseph says, “Seventy Event Media Group has been associated with Jaguar Land Rover since 2012, and The Art Of Performance Tour has certainly redefined rules of experiential campaigns. Every time I see the thrill on a prospective customer’s face after a Speed Run at this event, I’m reminded of why The Art Of Performance Tour is used as a benchmark for customer experience events. It can’t possibly get more immersive than this!”

70 EMG’s event management team takes care of event production, hospitality, material management and all other logistics involved in producing an event of this calibre and also making sure that the brand’s objectives are met and targets achieved.

70EMG produced the Art of Performance Tour for Jaguar Land Rover India.

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