Pre-owned on track
Jaguar enters vintage racing to help hawk used cars
By Matt Stone
Need more evidence that new-car makers are paying serious attention to pre-owned-vehicle programs? Check out this beautiful E-Type racer, which is sponsored on the vintage circuit by Jaguar's Select Edition Certified Pre-Owned.
The two-car effort is being campaigned by Donovan Motorcar Services to put the cars, and thus the name of the program, in front of automotive-enthusiast types who might also be potential customers. It's a novel marketing approach, and more than a good bit cheaper than Jaguar's other racing effort, the Formula One team. This car is a 1961 E-Type built to emulate the hardware that would've been raced in the early and mid-1960s.
Reportedly, the team has received mixed welcome; some stalwarts may not appreciate the notion of factory sponsorship money infiltrating vintage motorsport. Others enjoy the presence of the handsome, well-prepared, great-sounding cars.
This marketing excercise's biggest downfall? That you can't buy a real E-Type through Jaguar Select Edition.
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