Tue, Jul 5, 2022

Down memory lane for Jaguar Classic E-type 60s

Limited-edition Jaguar E-types built to commemorate 60 years since its launch have completed a memorable trip to Geneva – a journey inspired by the iconic drive made by Bob Berry and Norman Dewis in 1961.

The exclusive Coventry-to-Geneva journey allowed owners to create their own E-type memories, enjoying breath-taking scenery and unique experiences en-route.

Ahead of the 1961 Geneva Motor Show, Berry – Jaguar’s PR Manager at the time – drove an E-type ‘flat out’ to Switzerland – an Opalescent Gunmetal Grey fixed-head coupé known as ‘9600 HP’ where it debuted and captured the industry’s attention and imagination. As a result, Dewis – Jaguar’s Test and Development Engineer – was requested to drive overnight from Coventry to Geneva in a British Racing Green roadster – ‘77 RW’ – to fulfil the incredible demand for test drives the very next day. It was worth it: Jaguar left Geneva with over 500 orders.

To mark the momentous occasion and remember that original journey, Jaguar Classic invited owners of the exclusive E-type 60 Collection models, and their guests, on a bespoke Geneva weekend pilgrimage. On the 1019-mile drive they had the chance to build their own memories, taking in breath-taking scenery, epic roads – including iconic Alpine passes – luxury stays and fine cuisine along a route that honoured and recognised the journey Bob Berry and Norman Dewis made in 1961.

Emma Styles, Head of Commercial, at Jaguar Classic, said: “Bob [Berry] and Norman’s [Dewis] epic journey to Geneva has gone down in automotive history and we thought it only right that the owners of the E-type 60 Collection were given the chance to build their own memories.

“Driving in a limited-edition E-type creates memories. Our bespoke pilgrimage to Switzerland allowed customers to enhance their E-type experience with unique visits, unforgettable roads, luxury gifting and the chance to make their own history.”

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