The Jaguar First program has been started in the UK. This PR tactic is meant to teach kids about traffic safety, and introduce them to driving a vehicle at a young age.
Kids between 11 and 17 are given the chance to drive the Jaguar XE equipped with the 2.0-liter four-cylinder diesel engine developing 180 HP with automatic transmission. The driving takes place on closed courses throughout the UK: Allianz Park, London; Bath and West Showground, Bath; Edgbaston Cricket Ground, Birmingham; EventCity, Manchester; Lingfield Park Racecourse, Surrey; Ricoh Arena, Coventry.
I'm sure Jaguar also wants young kids to grow up always knowing that they want a Jaguar.