I bought my Jaguar here in 2012 and I continue to go back for service, whether it be an oil change or other repairs. I've had nothing but great experiences and customer service. You're constantly given updates on the status of your vehicle while you're waiting, and that's something I learned is pretty hard to come by with other service departments. The staff is very friendly and they take the time to explain the repairs and cost, cutting out a lot of the stuff that you deal with at other repair shops. I actually live near Milwaukee, but I'll often drive my car an hour back to Madison just so I can take it here. They appreciate repeat customers and go out of their way to make sure you leave satisfied.
One quick story, I took my car to Fields once because I was having an issue with a stuck hood latch and a jammed coolant reservoir cap -- nothing major. They fixed the hood, repaired the cap and sent me on my way free of charge in about 10 minutes. The small things like that keep you coming back.