Sixty-five years after its debut at the Geneva Motor Show in March of 1961, the Jaguar E-Type remains one of the most celebrated sports cars ever produced. Revered for its breathtaking design, impressive performance, and lasting influence on automotive styling, the E-Type continues to captivate enthusiasts and collectors around the world. Few automobiles have managed to remain as relevant and admired more than six decades after their introduction.
For Classic Showcase, the E-Type has always held a special significance. Since our founding, we have restored, sold, serviced, and preserved hundreds of Jaguar automobiles, with the E-Type remaining one of the most requested and recognizable models to pass through our facility. From concours-winning restorations and customer commissions to touring-oriented show-driver builds, we continue to see tremendous enthusiasm for the model among collectors of all ages.
As we celebrate the E-Type's 65th anniversary, it is an ideal opportunity to reflect on the car's remarkable journey from its sensational debut in Geneva to its lasting impact on the North American collector car hobby. More than simply a sports car, the E-Type has become an enduring symbol of British automotive excellence, admired today just as much as it was in 1961.
In
March of 1961, Jaguar introduced a new sports car to the European
automotive world known as the E-Type, a car that has by any reasonable
measure become one of the most fashionable collector cars of all time.
This new model was unveiled at the Geneva Motor Show in Switzerland,
where attendants were awestruck by its sheer beauty, elegant design, and
performance options. The E-Type’s design was a blend of aircraft
engineer and automotive aerodynamist Malcolm Mayer’s, complimented by
one of Jaguar’s founders Sir William Lyons, culminating in a style that
caused nothing short of pure sensation during its Swiss debut; the
E-Type created such a stir in automotive circles that Enzo Ferrari
himself described it as “The most beautiful car ever made.”
The E-Type was not only a beautifully designed vehicle, but a
tremendous value as well, by offering previously unheard-of performance
options from a vehicle half the cost of a Ferrari or Aston-Martin. In
fact, the 6-cylinder 3.8-liter engine was capable of reaching speeds up
to 150 mph, that eclipsed what other esteemed sports cars couldn’t
achieve at a much lower price. This sensational new sports car was
indeed taking the world by storm, and it was only a matter of time
before it would travel across the pond to conquer the North American
market; and less than a month after its breathtaking debut In Geneva,
the E-Type did just that, with its American debut at the 9-day
International Automobile Show in New York City.
As
with the debut in Geneva, the E-Type’s reception in the states was
nothing short of extraordinary. Not only did it become the focal point
of the show, but it attracted record-breaking crowds with over 300,000
attendants setting their first sights on this amazing new sports car.
The opalescent Bronze Coupe was displayed on a raised turntable placed
above the crowd, with then Playboy centerfold Marilyn Hanold, dressed in
a shimmering gown, long white gloves, and a floor-length silk scarf,
providing an added boost of elegance and class to an already exciting
display. With its faired-in headlamps, long sculpted nose and centered
twin exhaust, the E-Type was ready to take America by storm. In fact,
the XKE was so popular at its American debut, that during the first hour
of the show, an average of 1 XKE was sold every hour of the show,
resulting in nearly 15 million dollars in sales – in 1961!
While the E-Type was first noticed on the European continent, it
really hit the mark in the United States, where the beginnings of the
cultural revolution of the 60s were just taking hold. While American
veterans returning home from WW2 were the first to show a renewed
interest in British motoring, it was their children’s generation – the
Baby Boomers - that saw the real beauty and performance in the
affordable E-Type sports car.
As the 60s progressed, E-Type production in the United States exploded.
By 1963, more than a third of all XKE production was occurring in the
United States. In 1964, Jaguar produced the 4.2 liter to increase
torque, and a fully synchronized gearbox to replace the early Moss
crashbox, improved braking system, and an improved cooling system. In
addition, more refinements were made for comfort to make this a popular
touring car in America; these improvements included arm rests on the
doors, adding a center console for storage, and bigger reclining bucket
seats to name a few.
In
1966, Jaguar added a 2+2 XKE model aimed at the American market, with
an optional automatic version available as well. This was an attractive
model for the “family man” that wanted the performance and look of a
sports car, but also being able to take his family along for the ride.
The 2+2's length and wheelbase were extended nine inches, with a taller
roofline. The reason for the new model design was that Americans wanted
to take more than one passenger with them, and also have the ability to
carry more cargo in their travels. In fact, the E-Type was such a
success, that 80 percent of Jaguars production of the 2+2 model was
earmarked for the U.S. market.
In 1968, Jaguar had to conform to U.S. standards, but sought to keep
the same body design as the Series 1. Some of these changes had already
been introduced in 1967 models for the British market, with remaining
changes added early in 1968. These changes came about to address new
safety and emission standards in the United States, and in turn produced
an intermediate, yet unofficial entry in the E-Type series that most
refer to as the “Series 1.5” E-Type. The exterior and interior changes
included open headlights, new door mirrors, the elimination of ears on
hubs, changing Toggle switches to Rocker switches, and the addition of
Sundym glass and all-Red lenses on rear taillight clusters.
Mechanically, carburetion was changed from the traditional (3) SU layout
to a Twin Stromberg system with a manifold crossover for U.S.
emissions, which slightly lowered horsepower but enabled the E-Type to
meet stringent American emission standards. Other additions for 1968
included a single ignition/starter, improved door locks, emergency
flashing light system, and a turn signal stalk with integrated horn
button. In addition, the seat backs reclined, and headrests were added.
Americans such as legendary musician Roy Orbison, as well as actor Tony
Curtis were just some of the celebrities that proudly owned an E-Type of
their own.
In October of 1968, Jaguar officially launched the Series 2 E-Type
at Earl’s Court in London; the Series 2 grew in large part from many of
the changes and improvements performed since the Series 1, and also
incorporated the changes made during the Series “1.5” run – but was
technically a 1969 model car. Great efforts were made by Jaguar to keep
the E-Type original to the Series 1 while adhering to U.S. standards.
Stateside, the Series 2 was unveiled at the same venue as the Series 1
in 1961 – the New York Motor Show, with (3) versions of the car on
display – 2 Roadsters, a Fixed Head Coupe, and the 2+2. Unlike some of
its competitors who in many cases abandoned exportation of their
inventory to the States, Jaguar was proud of the fact that it was able
to make accommodations to the E-type in order to be sold in the valuable
U.S. market. The Series 2 line of E-Types addressed the American
Federal Safety Council’s requirements, and incorporated other safety
measures, indicative of Jaguar’s continued drive to refine and adapt the
E-Type. In addition, the Series 2 provided a long-desired power
steering option to the E-Type, which was a sought-after item that famed
Jaguar test-driver Norman Dewis wanted in the original Series 1 XKE. The
Series 2 was met with generally favorable reviews by its American
audience, with magazines such as Car and Driver stating that the Series
was one of the “finest upgrades of the E-Type yet”; and while some of
the compromises made to the Series 2 resulted in diminished performance
to that of its predecessors, it still possessed the beauty and sign of
quality that started with the Series 1 line of cars. As the Series 2
entered the market, Jaguar was working behind the scenes to create its
next and subsequently final iteration of the E-Type, a model that would
stay true to the core Series 1 design, yet address the need to branch
out from the older XK series power plant.
In the early 70s, American muscle cars were making a huge impact on
car sales in America. In order for Jaguar to be competitive for the U.S.
market, they needed to produce a model with an increase in horsepower,
improved comfort, while simultaneously meeting U.S. regulations and
keeping the E-Type’s traditional styling intact. The Series 3 was a much
roomier version of the E-Type with a long wheelbase and reclining seats
and improved the Air Conditioning system over the Series 2 models. The
focal points of the Series 3 model were Jaguar’s new 5.3-liter V12
engine and power steering as an option. The Series 3 also featured a
grille that filled the
E-Type's radiator opening, along with flared wheel arches to better
accommodate larger sized tires – which is something the American market
requested to have a larger footprint on the road to compete against
American muscle cars. These changes resulted in the E-Type reaching a
much broader spectrum of the American market, where some considered the
Series 3 to have the smoothest driving experience of all E-Types
produced. For the first time in the E-Type’s history, the Series 3 was
debuted in the United States at the New York Motor Show, where Jaguar
designers spoke of the new V12 powered XKE as a great performer ready
for the U.S. market. The Series 3 was the final iteration of the E-Type,
with main production ending in September of 1974. Jaguar wanted to
continue E-Type production with a special commemorative model, and did
just that with its final 50 cars produced; these cars were roadsters
that were dressed in a black finish paying tribute to the ending of this
very special car and era. In a span of 14 years, there were 72,507
E-Types produced.
While the Jaguar E-Type quickly earned worldwide acclaim following its introduction in 1961, its impact on the North American market has proven especially enduring. More than six decades later, the E-Type remains one of the most recognizable and desirable British sports cars ever built, admired by collectors, enthusiasts, restorers, and drivers alike. Its continued success can be attributed not only to its timeless design and performance, but also to the passionate community that has preserved and celebrated the model throughout the years.
Central to that effort has been the Jaguar Clubs of North America (JCNA), an organization that has played a significant role in promoting the appreciation, preservation, and enjoyment of Jaguar automobiles across the United States, Canada, and Mexico. Through local clubs, sanctioned concours events, technical seminars, driving tours, social gatherings, and annual meetings, the JCNA has helped foster one of the most active and knowledgeable enthusiast communities in the collector car hobby.
The E-Type has long been one of the most prominent models represented at JCNA events. Whether displayed in Champion Division concours competition, enjoyed in Driven Division, or exercised on scenic club tours, the E-Type continues to attract attention wherever it appears. For many enthusiasts, ownership of an E-Type serves as an introduction to the broader Jaguar community and the friendships that develop through club participation.
Classic Showcase has been fortunate to support and participate in many JCNA-sanctioned activities throughout the years, including concours events, judging programs, club gatherings, and restoration projects for Jaguar enthusiasts across North America. We have witnessed firsthand the dedication of owners who work tirelessly to preserve these automobiles and share their knowledge with future generations.
As the E-Type celebrates its 65th anniversary, organizations such as the JCNA continue to ensure that the history, craftsmanship, and spirit of these remarkable automobiles remain alive and well. Their efforts have helped transform the E-Type from a successful sports car of the 1960s into a lasting automotive icon whose legacy continues to grow with each passing year.
In 2011, the E-Type turned 50 years old, and witnessed a massive resurgence of popularity in the United States. Dozens of automotive publications, as well as the media at large had covered the anniversary, creating a huge buzz in automotive circles all over the country. It seemed that suddenly, collectors in America that had been previously focused on other marques like Ferraris and Mercedes were now desiring their own E-Type, yet one that was fully restored to high level. With that, many American restoration companies started embarking on a mission to purchase and restore E-Types to meet this new demand. The 50th anniversary celebration in 2011 had in fact catapulted the E-Type back into the limelight, carrying this newfound excitement over to the next 2 years - which saw the XKE go from a mere classic car to that of a classic car superstar. As restoration companies continued restoring and selling E-Types after the anniversary in 2011, collectors could sense that the E-Type was on the verge of taking the collector car market by storm; and in 2013, one auction event in New York City did just that, propelling the XKE to yet another famous milestone. The event was RM/Sotheby’s Art of the Automobile sale, where a triple-Black 1966 E-Type Roadster named “Black Beauty” restored by Classic Showcase of Oceanside, California set a new world sales record when it sold for an astonishing buyer-paid premium of $467,000 USD. At the time, this fully restored roadster - chassis no. 1E11911 – was the most any production E-Type had sold for in the world, raising the bar on what collectors would pay for the best restored examples. Tom Krefetz of Classic Showcase claimed that the sale “was like nothing he had ever seen” in 30 years of restoring, marketing, and selling Jaguars. In addition to its exhaustive show-level restoration, the XKE also benefitted from its pedigree – where it was the recipient of (3) perfect scores in JCNA-sanctioned events. The car had also been chosen by Jaguar earlier in the year to be used in a timeline display of Jaguar cars alongside its new F-Type model at the Pebble Beach Concours d’Elegance, in Pebble Beach, CA. The news of the sale reverberated around the world, creating yet another layer of excitement amongst those in the restoration industry and Jaguar enthusiasts alike. The sale also resulted in a new era of refinement for the industry, as the demand for perfectly restored E-Types became standard among serious collectors looking for the best.
Sixty-five years after its introduction, the Jaguar E-Type continues to enjoy a level of admiration and enthusiasm that few collector cars can match. What began as a revolutionary sports car in 1961 has evolved into a true automotive icon, equally at home on the concours field, touring rallies, club drives, and scenic back roads. Enthusiasts continue to be drawn to the E-Type's unique combination of timeless styling, spirited performance, and unmistakable character, ensuring its place among the most celebrated sports cars ever produced.
One of the most remarkable aspects of the E-Type's legacy is its ability to appeal to multiple generations of enthusiasts. Some owners pursue authenticity and concours competition, striving to preserve their cars exactly as they left the factory. Others choose to enhance their Jaguars with carefully selected upgrades that improve comfort, drivability, and reliability while maintaining the essence of the original design. Whether restored to factory specifications or tailored for long-distance touring, the E-Type remains one of the most versatile and rewarding collector cars to own and drive.
At Classic Showcase, the E-Type continues to be a cornerstone of our restoration and sales programs. Over the years, our team has been privileged to restore and care for some of the finest examples in existence, ranging from early Outside Bonnet Latch cars to later Series 1, 1.5, 2, and V12-powered Series 3 models. The continued demand for high-quality restorations and preservation work serves as further evidence of the model's enduring appeal and significance within the collector car hobby.
As we celebrate the E-Type's 65th anniversary, it is clear that the passion surrounding these remarkable Jaguars remains as strong today as it was in 1961. More than simply a sports car, the E-Type has become a symbol of automotive artistry, innovation, and British engineering excellence. Its legacy continues to inspire enthusiasts around the world, and we look forward to helping preserve and celebrate these extraordinary automobiles for many years to come.