CELEBRATING AN ICON

At Jaguar, we’re always looking forward. To the next new model, the next innovation, the next introduction, writes Stuart Schorr, Vice President of Communications and Public Affairs, Jaguar Land Rover North America.

But occasionally, such as in 2011, we’re excited to dedicate a lot of time to looking backwards as heritage is part of any brand's unique DNA.

In 2011, we look 50 years back in time, and to the unveiling of one of the most iconic sports cars ever created – the legendary E‑type. The car, that to many, best symbolizes what a Jaguar is: a beautiful, fast car.

Over the coming months, we’ll be celebrating this special anniversary with a series of high‑profile events that will shine the spotlight on the car that set new benchmarks in automotive design and performance and captured the world's attention.

Naturally we’ll begin on the eve of the Geneva motor show next month when we’ll recreate the press introduction in the grounds of the Restaurant du Parc des Eau Vivres where the car was originally unveiled. We’ll even have a collection of E‑type fixed head coupes for a celebration drive around the original short press route.

This time around, unlike 1961, we won’t be calling on former chief test driver Norman Dewis to drive an E‑type through the night from England to deliver a second car to the auto show. But naturally Norman, who’s a sprightly 90, will be in Geneva to recount his epic drive.

The celebrations then move back to the U.S. where at the New York Auto Show in April we’ll highlight the global debut of the E‑type roadster and the E‑type’s first showing in North America.

The global celebrations continue with activities at the Goodwood Festival of Speed in July and Goodwood Revival in September, the Nürburgring Old Timer Grand Prix in August, and at hundreds of Jaguar enthusiast gatherings around the world.

Here in North America, we’re proud that Jaguar has been selected as the featured marque at this year’s Rolex Monterey Motorsports Reunion in August – part of the Pebble Beach Concours d’Elegance ‘weekend’.

In addition to seeing scores of racing E‑types competing on the famous Laguna Seca racetrack, we’re expecting to see E‑type owners and enthusiasts from around the globe descend on the Monterey Peninsula.

Throughout the year, here on www.interactivejaguar.com and our Facebook page, we, with the help of Jaguar aficionados, will revisit the E‑Type and the history of great Jaguar coupes and convertibles leading up to the current XKR.

From a personal standpoint, I am honored to be a part of the E‑Type celebration. My family background was more rooted in American and Italian sheetmetal, but the long‑nosed Jaguars always intrigued me.

This year in my role as a Jaguar Land Rover U.S. spokesperson, I had my first opportunity to drive an E‑Type, in England no less: A 1971 Series 3 V12 two‑plus‑two owned by the Jaguar Heritage Trust.

The Regency Red coupe – originally part of Jaguar’s press fleet – was a true joy to drive, with its turbine‑like V12 power, smooth ride, patina’d leather, huge gauges and slick metal shifter.

For so many sports car lovers, the E‑type continues as one of the most exciting, most beautiful, most dynamic cars ever created. This year, we will honor the cars, and those who love them.