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    Jaguar’s most practical sports car.


    Jaguar’s first compact SUV.


    Introducing I‑PACE Concept, a preview of Jaguar’s first all-electric five-seater sports car.

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    Powerful, agile and utterly distinctive F‑TYPE is a true Jaguar sports car.

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  • Jaguar XJ

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  • SVO

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Experience Jaguar


Situated at the very edge of the Swedish Arctic Circle, Arjeplog is a surreal and beguiling, sub-zero wilderness. As serene as it is extreme, everywhere you turn presents a vista of epic proportions meaning it’s not just the cold air that takes your breath away.

Bookings to be made available directly with the UK.


Located on one of the many frozen lakes in the region, the Ice Academy is your chance to experience the exhilarating thrill of ice driving from behind the wheel of the latest Jaguar and Land Rover vehicles. Under the guidance of our expert instructors, your driving skills will be taken to a whole new level.





Q: Who operates the Jaguar Land Rover Ice Academy?

A: Zerotwonine GmbH operates the Jaguar Land Rover Ice Academy in conjunction with Jaguar Land Rover, who provide the vehicles and the qualified Jaguar Land Rover Experience driving instructors. The drive programme and ice tracks have been designed by Jaguar Land Rover plus you have an on-site manager who oversees all aspects of your driving experience to ensure it runs smoothly.

Q: Who does the driving?

A: You do! There will be a team of Jaguar Land Rover Experience instructors on hand to provide expert guidance and tuition, but you are behind the wheel.

Q: What language is the Jaguar Land Rover Ice Academy delivered in?

A: The programme is delivered in English.

Q: Can I participate in the Ice Academy as a non-driver?

A: Our programmes are tailored to delivering a unique driving experience. We are not able to provide non-drivers with an entertaining alternative programme due to the setting and location of the Experience. Nothing can compare to driving on the ice therefore we recommend registering as a driver.


Q: I’ve never driven a vehicle on ice before, can I still participate in the Jaguar Land Rover Ice Academy?

A: Absolutely – the driving activities are designed for drivers of all abilities. You will receive thorough driver briefings and our team of expert Jaguar Land Rover Experience instructors will be on hand to provide expert guidance and instruction on the ice via two-way radios fitted in each vehicle. For the Advanced programmes previous Ice Driving experience is strongly advised.

Q: What vehicles will I be driving?

A: Ice Drive:
F‑TYPE V6, F‑PACE, Range Rover Sport, Range Rover Velar

Ice Drive+:
F‑TYPE V6, F‑TYPE V8, F‑PACE, Range Rover Sport, Range Rover Velar

Ice Drive Advanced:
F‑TYPE V6, F‑TYPE V8, F‑PACE, Range Rover Sport, Range Rover Velar

Ice Drive Advanced +:
F‑TYPE V6, F‑TYPE V8, F‑TYPE V8 SVR, F‑PACE, Range Rover Sport, Range Rover Velar

Occasionally we may need to change or substitute the vehicles specified, due to circumstances beyond our control and we reserve the right to do so.

Q: Are the vehicles manual or automatic?

A:All vehicles on this programme are automatic.

Q: Are the vehicles left or right-hand drive?

A: The vehicles are a mix of right and left-hand drive. Clients who are not comfortable driving on a specific side of the vehicle are welcome to inform the instructor teams who will do their best to accommodate your requirements.

Q: What is the minimum age for participation?

A: Minimum participation age is 21 with 3 years full licence or 23 with 1 year full licence.

Q: What type of driver’s licence will I need?

A: All drivers must hold a full and valid driving licence. If you hold a UK licence you will be sent a web link to an online form, which you must complete in advance in order to verify the status of your licence. If your licence was issued outside of the UK then you will be required to complete a driving licence declaration form at your welcome briefing. Your driving licence needs to be valid and current and must be brought and produced on the day of the experience. All drivers must have at least three (3) years uninterrupted driving experience on a full licence without serious accident or conviction in the last two (2) years. Or at least one (1) year uninterrupted driving experience on a full licence without serious accident or conviction in that time, if driver is aged 23 years or older. All drivers must have no more than 6 current penalty points on their licence (where applicable) to enable them to participate in any on-road requirements of the course. You must notify us if you have more than 6 penalty points on your driving licence.

Q: Do I need to have a certain level of physical fitness to take part?

A: To participate in the Driving Experience you should ensure that you do not know of any circumstances which would disqualify you from driving such as chronic back problems (or similar conditions), mental conditions which might impair your ability to drive, poor eyesight which doesn’t meet the standards for driving, pregnancy or heart problems.

Q: How many people are in each vehicle?

A: There will be two guests sharing per vehicle. On the Advanced programmes there will be elements of 1:1 instruction.


Q: If I am travelling by myself will I have my own vehicle?

A:No. As a single traveller you will be paired in your vehicle with another guest. You will have your own hotel room throughout.

Q: Are children allowed to join the Jaguar Land Rover Ice Academy?

A:The Jaguar Land Rover Ice Academy is not suitable for children due to safety reasons and the extreme climate conditions in the destination.

Q: What is the maximum group size on each driving experience?

A:To provide a more exclusive and engaging experience, the maximum group size on the Jaguar Land Rover Ice Academy is 30 guests (two per vehicle), and 20 guests for Ice Drive Advanced and Advanced +.

Q: Which types of beds are available?

A: We offer double beds in all rooms. Single or twin beds are not available.

Q: Do I require a visa?

A:Most countries outside of the EU require a visa for travel to Sweden and the EU. Kindly contact your local consulate to check on your specific requirements. Should you require an invitation to receive your visa, kindly inform Zerotwonine GmbH who will provide you with this.

Q: Which currency is used in Sweden?

A:The local currency is Swedish Crowns (SEK).

Q: Whom can I contact if I require assistance with flight bookings or travel insurance?

A: Zerotwonine GmbH, our operating partner, will gladly assist you with booking your flights and travel insurance. They can be contacted as follows:
E-mail: jlriceacademy@029-travel.com Telephone: +49 69 460 97 47 47 (09h00 – 18h00 (CET), Monday to Friday. Local operator charges may apply).

Q: Do I need special clothing?

A: The temperatures at the driving event may fall to -30°C or lower and we therefore ask you to ensure that you bring appropriate warm, weatherproof clothing and footwear. Clothing is not provided and therefore we recommend all participants bring the following items:

  • Warm hat
  • Warm gloves
  • Woolly scarf
  • Thermal base layer (long sleeved / long legged)
  • A good insulated jacket
  • Woolly jumper or fleece jacket
  • Some additional light-weight layers to add as required
  • Sturdy, comfortable footwear (suitable for driving)

Q: What is the dress code for evenings?

A: Evening dress code is casual.

Q: What happens if the weather is not ideal for ice driving?

A: Should the weather lead to a closure of the ice field for safety reasons, an alternative driving programme will be offered.

Q: Am I allowed to bring a camera or video camera?

A: Yes of course, but please note the Jaguar Land Rover Ice Academy takes place at Jaguar Land Rover’s secret cold climate testing facility, so some photography restrictions will apply.