Although an old post now you could do some parts if not all yourself. I am too old and decrepit now so have to rely on my dealer. Basic service is an oil and filter change with a check over of all parts. This is listed in your online service record. https://osh.jaguar.com/ You will find much of servicing is checks. Replacing the air filter is easy and the oil can be pumped out via the dipstick hole for intermediate oil changes using a Pela pump. I do mine in between recommended 2 yearly servicing. The pollen filter is a right faff of a job with the glovebox having to come out. If other things need doing such as brake fluid change, brake pad change etc that depends on your competence and agility. You could go to a trusted independant or as I have a good JLR dealer. Servicing is not cheap and you may pay anything from £260 for a minor service to £380+ for a major service. At first the oil was only available from Castrol but now other oil makers make to JLR spec, which is a bit cheaper (around £60). Be careful of servicing deals with JLR as they seem a bit over the top. Have a look also at the likes of National Tyres and exhausts for their free car check over, which will effectively cover that part of the service for you. They also do service deals if you wish to save money and not do the job yourself. Personally I prefer to have it done by a Jag trained technician with gen Jag parts as they provide a warranty with all work done. Check out your servicing data on the link I have provided and see if it is within your capabilities.