Jaguar First Launches Driving Experience for Teens

The all-new Jaguar XE is achieving widespread praise from its first owners following its launch earlier this year, andfrom today the Jaguar sports saloon experience is offered to the next generation of drivers with the launch of ‘Jaguar First’. This new scheme from Jaguar offers driving lesson experience days to 11-17 year-olds to help prepare them for their driving test and for driving safely and responsibly on public roads.

Jaguar First scheme to educate young people on safe, responsible driving

Jaguar First lessons start from just £45 and are available to book at The lessons offer under 17s a fun and safe way to experience driving a car, in a realistic on-the-road environment, with a focus on the skills and attitude needed to become a responsible driver.

Youngsters will drive a 2.0-litre, 180 PS diesel XE with automatic transmission, the most advanced and efficient sports saloon car that Jaguar has ever produced. Lessons will be delivered by government approved driving instructors in Jaguar XEs featuring dual controls.

Lesson content will mirror on road lessons for those with provisional licences, but will take place on specially designed private road systems at the following venues:

  • Allianz Park, London
  • Bath and West Showground, Bath
  • Edgbaston Cricket Ground, Birmingham
  • EventCity, Manchester
  • Lingfield Park Racecourse, Surrey
  • Ricoh Arena, Coventry

Once they’ve mastered the basics, youngsters will be able to progress to driving in two-way traffic, dealing with junctions and roundabouts, master turning and steering through slaloms and practice bay and reverse parking. At some venues, there will also be areas where drivers can safely experience the handling of the car at higher speeds of up to 40 miles an hour.


Research has shown that learning to drive responsibly from an earlier age lowers the risk of accidents. Four hundred people are killed each year in the UK in accidents involving young drivers, and one in five newly qualified drivers will crash their car within six months of passing their test. By extending the period of learning with a qualified instructor, and by introducing the concept at an age when they’re more receptive to safety messages, this figure can drop by more than half.

Mark Cameron, Jaguar Land Rover Experiential Marketing Director, said: “Jaguar First is about introducing young people to the concept of responsible driving, helping them in turn to become safer drivers, and also raising their awareness of safety as a pedestrian or cyclist. The XE is a great car for this, as it offers the very latest in technology and innovation, and is also ideal for helping teach young people about environmentally responsible driving.

“The lessons are also great fun and an exciting yet safe way to give new drivers a sense of what it’s like to be in control of a car. We have chosen venues across the country to give as many people as possible the opportunity to try their first drive in a Jaguar. Whether our customers choose a 30, 60 or 90 minute experience, they will spend the whole time in the car, driving.”

Note: Press release courtesy of Jaguar Land Rover.