- Jaguar Classic invited E-type 60 Collection owners and their guests on the ultimate Geneva pilgrimage in honour of the original car’s world debut in 1961
- The route was inspired by Bob Berry and Norman Dewis’ ‘flat out’ overnight drives to deliver the first two E-types to the Geneva Motor Show more than 60 years ago
- E-type 60 Collection models were sold as a pair – one fixed-head coupé finished in Flat Out Grey and one roadster finished in Drop Everything Green
- The exclusive Coventry-to-Geneva pilgrimage allowed owners to create their own E-type memories, enjoying breath-taking scenery and unique experiences en-route
- Guests enjoyed epic roads – including iconic Alpine passes – luxury stays and fine cuisine throughout the Jaguar Classic trip
- Exclusive event partners ensured customers received a luxury experience from start to finish, with bespoke luggage, clothing, food and more provided
- Each E-type was provided with ‘The Sound of the E-Type 60 Collection’ playlist which included Top 10 UK and US chart songs from the week of March 15th
Pretoria, 4 July 2022 – Limited-edition Jaguar E-types built to commemorate 60 years since its launch have completed a memorable pilgrimage to Geneva – a journey inspired by the iconic drive made by Bob Berry and Norman Dewis in 1961.
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 five hundred 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 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.”
Partners also contributed to help create a truly one-of-a-kind experience for owners taking part. Tailor Richard George created a bespoke ET60 companion bear and face masks using surplus fabric and leather from production of the E-type 60 Collection’s interior, while Bennett Winch provided exclusive customer luggage.
Fortnum & Mason provided luxury hampers filled with exquisite goods to fuel the travellers as they began their journey, while Valmont provided skincare products for them to enjoy.
Other gifts included Charabanc’s unique leather-housed luxury car fragrance that kept the vehicles fresh and fragrant, while perfectly designed driving shoes from Tods made driving the long distances even more stylish and comfortable.
Jaguar Classic curated a driving track list for different stages of the journey, all of which featured in the Top 10 UK and US charts the week of March 15th, 1961, when the original journey was made.