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The Importance Of The Past To Jaguar's Future

By raccars Published

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Jaguar recently announced that its Heritage division would be building a continuation series of its most famous and iconic model, the E-Type. To be known as the Lightweight E-Types, these will use a set of six unused chassis from the Sixties and replicate the aluminium construction techniques that made the original Lightweight racers unique for their time. It is believed that all six have already been sold, with priority given to established Jaguar and historic racer collectors.

The E-Type is a byword for automotive beauty and excellence, with a reputation that Jaguar has ridden upon ever since. However, while most auto manufacturers are hellbent on being the first, the most modern and the most innovative in any area, the company is the first to recognise the debt it owes to the E-Type and other past glories and is happy to draw attention to them to illustrate its modern day excellence.

Another case in point is the firm's new Heritage workshop, opening at the site of its historic Browns Lane facility in Coventry. This was the first ever Jaguar production base and will be the production site of the new Lightweights. It will also provide servicing and restoration for Jaguars going up to the XK8 model. Work completed by Jaguar Heritage will be covered by warranty, and the firm will carry out its own restoration projects in the same facility.

Car owners will be allowed to visit the site to see their vehicles while work is in progress and completed projects will be accompanied by a photographic record and an 'approved service' Jaguar logbook. The head of the workshop is Martyn Hollingsworth, a third generation employee of Jaguar, who is keen to promote the Heritage division worldwide. Vehicles can be collected from and delivered to any UK location, including airports and ports for international customers.

While Jaguar is now Indian owned, it makes a very firm point of emphasising its traditional Britishness, with a recent marketing campaign starring some very well known, very British acting talents quoting Shakespeare, using the tag line 'it's good to be bad' and commenting that British actors make the best villains. The firm may as well offer a cup of strong tea and a fry up with every sale, so keen is it to show off its heritage.

However, the plan seems to be working, as Jaguar sales are up and the company has ambitious expansion plans that see it set to take on such giants as the BMW 3 Series. Celebrating the past seems to be the way forward into the future.

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