JLR underlines commitment to heritage with purchase of British car collection
VEHICLE manufacturer Jaguar Land Rover has made a massive statement of intent in its quest to reinforce its sporting heritage by purchasing the largest privately-owned collection of British cars.
The Indian-owned company said it had made the purchase to secure an “important collection for the nation”. The value of the collection has not been disclosed but as it totals almost 550 cars it is considerable and virtually constitutes a history of the British motor car.
The collection has been amassed over many years by British enthusiast James Hull and includes 543 mostly British classic cars and features many significant Jaguar models including XK SS, C, D and E-types.
In a statement, JLR said: “The acquisition underscores Jaguar Land Rover’s increased support and focus on heritage. The cars in the collection will be actively used to support brand and experiential marketing to develop the brands and business in existing and emerging markets.”
The driving force behind the deal is the new Special Vehicle Operations division, which was launched last month and is being headed by John Edwards.
The division, which has been given special responsibility for bespoke vehicles highlighting the brand’s unique heritage, is already responsible for the construction of six new lightweight Jaguar E-Type GT models and the Project 7 F-Type special unveiled at the recent Goodwood Festival of Speed.
The museum-quality collection has been painstakingly assembled and restored by car enthusiast, entrepreneur and philanthropist Hull and at its core are 130 special Jaguars. These include early Swallow Sidecars and Swallow coachbuilt Austin Sevens, plus a full and diverse range of pre-war SS models, seven XK 120s – including a rare alloy-bodied example, C- and D-types, an XKSS, eight E-types, 30 classic Jaguar ‘Mark’ model saloons plus 19 XJS models and over 20 XJ saloons with interesting and famous previous owners.
The majority of the cars are in truly outstanding condition, with many having fascinating histories behind them. The collection also features many other iconic and famous British cars and models.
JLR said the acquisition was part of an increased commitment to protect and nurture the rich heritage possessed by both brands.
The cars in the collection will be actively used to support experiential marketing with customers and for global brand events. A good example of this will be the global launch of the Jaguar XE in early September together with many other events and activities in new and emerging markets.
“It is in these newly developing markets that heritage can play a key role in establishing and developing the brand,” said JLR tellingly.
Edwards, managing director of the Special Vehicle Operations, said: “We are delighted that Jaguar Land Rover has come to an agreement with James Hull to secure the future of this very significant collection of Jaguar and British cars.
“We share the same objective as James to keep this unique collection in British hands and we are delighted this agreement secures their custody for the future. We look forward to continuing to work with James going forward as we develop our heritage activities.”
Hull commented: “Travelling all over the world to build the collection over the years has been a labour of love and a life’s work, so my primary motivation was not to get the maximum price but rather to secure the future of the collection in this country with the right custodian.
“I have got to know Jaguar Land Rover well in recent years and they have borrowed cars from the collection for events such as the Mille Miglia and supporting Jaguar in China. They are the perfect custodians to take the collection forward and I know it is in safe hands.”
