Jaguars comprise about one-quarter of the 543-vehicle collection amassed by James Hull, a British car enthusiast, entrepreneur and philanthropist.
Automaker sees classics as marketing tool.
Jaguar Land Rover buys what it calls the largest-known privately owned collection of British classic cars in the world and says the 543 vehicles will be used to support Jaguar-brand events around the world.
Jaguar is the leading brand in the collection amassed over many years by James Hull, a British car enthusiast, entrepreneur and philanthropist, and Jaguar models include an SS100, a rare alloy XK120, and C-, D- and E-types.
The acquisition underscores JLR’s increasing support and focus on heritage.
A new Jaguar Heritage workshop at its historic Browns Lane, Coventry, site will maintain the Jaguars in the collection and also offer customers Jaguar warrantied servicing and restoration of the company’s classic models.
In all, the collection includes 130 Jaguars, including early Swallow Sidecars and Swallow coach-built Austin Sevens, 30 classic Jaguar ‟Mark” model sedans, 19 XJS models and more than 20 XJ sedans with famous previous owners.
JLR says most of the cars are in outstanding condition. “The cars in the collection will be actively used to support experiential marketing with customers and for global brand events,” the automaker says in a statement.
“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.”
Special Vehicle Operations Managing Director John Edwards says JLR shares the same objective as Hull to keep the unique collection in British hands.
“In addition with the explosive growth and interest in classic-car events worldwide and the increase in the size and value of the market, there is a strong brand and business rationale underpinning this agreement,” he says.
JLR does not say what it paid for the collection.