Jaguar Classic Brings the E-type 60 Collection on a drive that honored Bob Berry and Norman Dewis’s 1961 journey.
The Jaguar E-type 60 Collection was built to breathe new life into one of the world’s most famous, important, and beautiful cars, the Jaguar E-type, and commemorate its journey to a place just as important in the car world: Geneva. In 1961, Bob Berry, Jaguar’s PR Manager at the time, drove an Opalescent Gunmetal Grey E-type from Coventry to Geneva ahead of the 1961 Geneva Motor Show, and with him, Norman Dewis, Jaguar’s Test and Development Engineer drove a British Racing Green E-type roadster to Geneva overnight from Coventry in order to satisfy the incredible demand for test drives at the show. As a result, Jaguar came away from the show with 500 E-type orders.
61 years later, owners of the exclusive E-type 60 Collection cars were invited to complete the pilgrimage again for a bespoke Geneva-bound weekend. It involved incredible scenery, thrilling drivers’ roads, and luxury lifestyle across the entire route, with the help of similarly luxurious partners like Tod’s, Charabanc, Fortnum & Mason, Valmont, Tailor Richard George, and Bennett Winch. The route culminated in a drive on the famous Ollon-Villars hill climb, the exact place where the E-type was demonstrated to show off its incredible capabilities 61 years ago before heading to Geneva to stay at Parc Des Eaux Vives. If any automotive brand knows how to celebrate a historic moment, Jaguar demonstrated its ability to do so.