Can we really call the re-birth of a classic, a concept? 0

Guest Blog

This is a guest blog by Servicing Stop PR Executive Jacqueline Gordon

Concept cars, designed for one thing and one thing only – image. We either love them or loathe them. There’s one new concept currently on the block however, that we can’t quite make our minds up on. Traditionally, concept vehicles showcase a brand’s capabilities, new technology and radical designs, but the latest concept to prop up on our automotive timeline is anything but radical.

Jaguar has recently unveiled its zero-emissions version of the 1961 E-type model as its 2017 concept. While surprising fans by bringing back arguably it’s most iconic model, it raised eyebrows, as a concept doesn’t often involve the rebirthing of a classic.

The prototype of its E-type sports car has a fully electric engine – Jaguar’s bid to ‘future-proof classic car ownership’. It follows on from the news that Jaguar Land Rover will stop making diesel and petrol cars as of 2020. Twenty years before the official government ban commences.

Director of Jaguar Land Rover, Tim Manning, said: “Our aim with E-Type Zero is to future-proof classic car ownership. We’re looking forward to the reaction of our clients as we investigate bringing this concept to market.”

Due to its renowned status, the premium brand opted to keep the model as close to the original model as possible; in both appearance and performance, but surely this is merely a welcome-home party for the E-type as opposed to a celebration of a new concept?

The model comes in the same year as Rinspeed launched its Oasis Car equipped with an actual garden of Bonsai tree. Volkswagen unveiled its electric Hippie Mobile which can drive 270 miles on a single charge and Toyota wowed with its Batmobile inspired scissor wing doors. But Jaguar? Jaguar have simply replaced the engine of a very classic car. Hardly a concept.

Guest Blog 2

As the major players in the car making name invent cars equipped with gardens, bookshelves and more, Jaguar is content with it’s E-Type and well, there are plenty of fans too.

Hanning said: “The E-type Zero combines the renowned E-type dynamic experience with enhanced performance through electrification. We have integrated the new electric powertrain into the existing E-type structure, which means a conventional engine could be reinstalled at any point.

“We think this is essential as it ensures a period Jaguar remains authentic to its DNA.”

While most concepts are a talent contest of which brand can do the most, Jaguar have one message, and that’s to save classic cars.

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