The beggining
The car was the first model to carry the Jaguar name and received much favourable comment from the guests when it was unveiled. They were all asked by William Lyons to guess the price and the average guess was £632. When the actual price was revealed at just £395, it met gasps of surprise. William Lyons had pulled off a successful and memorable car launch.
Probably the most famous launch in Jaguar’s history was the E-type at the Geneva Motor Show in March 1961.
The car was a sensation and so many journalists wanted to have a go in it that Sir William Lyons ordered the factory to send the only roadster available at that time; 77 RW.
Driven overnight by Norman Dewis he arrived in time for the start of that days driving. He covered the 600 miles at an average speed of 68mph in just 11 hours. He drove from Coventry to Dover, through London in just two hours! Then he spent all day taking journalists around the Swiss mountains.
Jay Leno has recently repeated the journey in an F-type for the new Top Gear – he took 15 hours.
Take a look at the 1961 launch video: https://www.youtube.com/watch?v=3X7_DhiKOcI
This year we celebrate the XJ40 launch by holding an event in Dunkeld where the car was first shown to the Press just before the 1986 Motor Show, which was considered quite a low key launch by today’s standards.
It’s interesting to think how Jaguar have moved with the times to launch their latest models now. The brand now use a mix of social media including YouTube and away days for journalists, but they still follow in Sir williams footsteps with an element of showmanship and style. For example the new XF launch involved the model being driven over a high-wire crossing in London.
An expert stuntman drove the new XF 240 metres across two 34mm carbon wires which were suspended 18 metres above the Royal Victoria Dock in east London. The stunt is meant to represent how light the car is, but it also made for a spectacular scene.
However, my favourite has to be the 2013 launch of the F-Type R in Los Angeles when the car upstaged its own launch and caused quite a stir. You have to watch the video to get the best idea on the magic of the event — turn the sound up and enjoy.
Watch it here: https://www.youtube.com/watch?v=vXbcOPaFZBY
