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Jaguar celebrates 60 years of the E-Type with six pairs of restomod cars

Jaguar is celebrating 60 years of the E-Type — which was known as the XK-E in the United States — by giving 12 cars a full in-house restoration that includes a handful of 21st-century updates. Sold exclusively in pairs, the six coupes and six convertibles are inspired by the cars shown in Geneva during the model's introduction in 1961. Developed to replace the XK150, the E-Type was presented to the public and the press on March 15, 1961, at the Geneva auto show. Two examples made the trek from England to Switzerland: a gray coupe wearing registration number 9600 HP and driven by publicist Bob Perry, and a green roadster registered 77 RW put in the hands of official Jaguar test driver Norman Dewis. Both cars were driven to the event; the coupe arrived in Switzerland minutes before it was scheduled to make its debut, and the roadster was rushed to Geneva the following day. Jaguar chose not to re-release either car. Instead, it will paint the six coupes in a special shade called Flat-Out Grey, and it will give the six convertibles a coat of Drop Everything Green. It pointed out that both colors were created specifically for the 60 Edition models, and that neither will be used on another car. Edition-specific emblems created by Jaguar's design department appear on the hood and on the fuel cap, among other parts. Jaguar E-Type 60 Edition View 11 Photos Sitting in the cabin is like traveling to the 1960s. The driver faces a wood-rimmed steering wheel with drilled spokes (and a non-original 24-carat gold horn button), analog gauges, and an array of switches on the dashboard. Coupes receive Smooth Black leather upholstery, while convertibles get Suede Green leather. Don't look for power windows or automatic headlights. You'll need to manually roll down the windows and turn on the headlights. There's tech if you look, however. Jaguar concealed a modern infotainment system with satellite navigation and Bluetooth connectivity, for example. While that's available on any of the resto-modded E-Types the firm builds, the 60 Edition cars stand out from with an engraving of the route from Jaguar's headquarters in Coventry to Geneva, Switzerland, on the center console. It's created by hand in 100 hours by Johnny Dowell, who also goes by the name King Nerd. On the coupe, the engraving reads "I thought you'd never get here," words spoken to Perry by Jaguar founder Sir William Lyons after he arrived in Geneva.

Jaguar's ambitious turnaround plan will put a big focus on the American market

Land Rover is on a roll, but it's been awhile since we've heard from sister company Jaguar. The company is concocting yet another turn-around plan, and recently-appointed CEO Adrian Mardell provided several details about what's in it and it means for the American market. Speaking to industry trade journal Automotive News Europe, the chief executive conceded that mistakes have been made. "[Jaguar] was incredibly successful in North America 25 years ago, before we took the compromises and the decisions we made," he explained. He stopped short of providing specific details but pointed out that Jaguar's best days have been "lost within Ford Motor Company data." If you need a crash course in Jaguar history, Ford bought the brand from British-Leyland in 1990 and sold it to India-based Tata in 2008. Mardell, who joined Jaguar Land Rover in 1990 and watched the group embark on a roller-coaster ride, sees big potential for growth on Ford's home turf. "There are 20 million millionaires in the United States alone. So, a lower volume [and a] higher price positioning is absolutely the right position for Jaguar today," he opined. In contrast, Jaguar has largely aimed for mainstream segments in recent years. The publication added that Jaguar's master plan calls for moving upmarket to fight in the same arena as Bentley and Porsche. As of writing, most buyers and journalists consider Jaguar an alternative to brands like Audi, BMW, and Mercedes-Benz, and its current portfolio reflects this positioning: The XF competes in the same segment as the 5 Series, for example, while the F-Pace goes head-to-head against the X5. Moving upmarket is easier said than done, and there's no word yet on precisely how Jaguar will pull it off. We know that it's starting from scratch; it canceled the new XJ months before the big sedan's unveiling. Automotive News Europe learned that one of the models being designed to jump-start the brand is an electric four-door GT that will cost about GBP100,000 (around $128,000) when it goes on sale in 2024. Looking further ahead, the brand will continue to expand by launching two additional electric models. Their design will "split opinion." "What we will not worry about is being loved by everybody, because that is the kiss of death. That is what put Jaguar in the situation it is in today, which is with no equity whatsoever," outspoken JLR chief creative officer Gerry McGovern recently told a group of investors.

Jaguar XE bares its claws in 74 images [w/video]

The XE may prove to be the most vital new model to Jaguar's expansion. But to date we've only really seen it in top-spec, supercharged XE S form. That ends right here and now, however, as Jaguar releases details, photos and even a brief video clip showing the entire range - including those most customers are bound to buy.
Globally speaking - or at least in its home market - Jaguar will offer the XE with five different engines and in four different trim levels. The new Ingenium engine family includes two diesels and two turbocharged gasoline options along with the top-of-the-line supercharged V6 that will serve as the XE's performance flagship model, at least until a new SVR version comes along. Both six-speed manual and eight-speed automatic transmissions are on offer, and overseas buyers will also be able to choose between base SE, mid-range Prestige, opulent Portfolio, dynamic R-Sport and range-topping S trim levels.
Of course not every engine is available in each trim level and with either transmission, so instead of 40 combinations we're looking at 22. Once the XE reaches American showrooms, we'll likely be looking at even fewer, as we're not expecting the manual and diesel versions to be offered Stateside. Stay tuned as well for our live impressions from the floor of the Paris Motor Show. But in the meantime you can scope out all the details and UK specifications in the press release below, along with the short video and the gallery of 74 high-resolution images above.