This is clearly one of those instances where we can’t really accuse the car manufacturer of going a little bit overboard with their message.
Realistically speaking, a certified used Jag (probably) won’t feel like a brand new model fresh out of the oven, but as long as the British carmaker can get really close to that “new product” sensation, the car is probably going to find an owner sooner rather than later.
What they’ve done really well in this commercial is make it look and sound like buying one of their dealer-approved used models is by far the best choice you’ll ever get to make. The quality of the narration, the body of work, the aesthetics of the automobile…doesn’t it all just look marvelous?
Almost too good to be true, right? Even so, it’s a lot more encouraging than BMW’s idea of promoting their used models through a series of funny videos. Remember the soccer mom who wouldn’t let the kids ride in her X3 after practice? Hilariously unconvincing.
Jaguar on the other hand wants you to take them very seriously when considering a used premium car. While you’d think you were buying a second hand Rolls-Royce by what goes on in this video, they do happen to offer a two-year warranty and 24 months roadside assistance – not unique but still impressive.
As of right now, the Jaguar Approved program is up and running in 11 European countries (Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Portugal, Spain, Switzerland, UK) and three Asia Pacific countries (China, Japan, Korea). Other big markets include the US, South Africa and the Middle East.