It's been a awhile but my first gen was way past it's dealership days, seems like around $40.
Yeah, carbon activated, they had a lady there that got a kick out of up selling them.
I take all my cars here, a lot of the same guys still working there, full synthetic. Less than $100, + the occasional cabin filter. Half hour, it's really not about the coffee so much for me.
Jaguar has really cool lounges. Big leather overstuffed chairs, English lodge paintings, badass Italian coffee bar...their customers spend a lot of time there, as they have fewer choices.