Reborn: Jaguar launches E-Type restoration service

The first Jaguar E-Type Reborn (Jaguar Land Rover)

After the phenomenal success of its Land Rover and Range Rover reborn initiatives, it was only a matter of time before Jaguar Land Rover turned its attention from SUVs to restoring and reviving its classic sportscars. And so the first Reborn E-Type will be making its official debut at the Techno-Classica Essen show on April 5.

Finished in period-correct opalescent gunmetal grey, the 1965 4.2-liter fixed head coupé has undergone a complete nut and bolt restoration to ensure what Jaguar claims is concours-winning standard. This level of detail should go some way to justifying its £285,000+ price tag.

However, that price is potentially a steal. The Series 1 E-Type, built between 1961 and 1968, is the most desirable and collectable of all series production Jaguars and if a well restored example comes up for auction, expect a hammer price of between $350,000 and $450,000.

The only thing that stops the E-Type from fetching 10 times more in private and public sales is that when compared to the likes of the Aston Martin DB5 or Ferrari 250 GT Lusso, it was produced in mass-market numbers. Between 1961 and 1968 Jaguar sold over 31,000 E-Types, whereas Ferrari only ever built 351 Lussos and Aston built 1059 DB5s.

Therefore, the reborn program could stimulate prices across the board while setting a new gold standard for what is considered a full restoration. What will set a reborn Jaguar apart is the guarantee of exact matching numbers, exactly reverse engineered panels and access to all of the documentation generated when the car rolled off the production line for the first time -- critical elements for serious car collectors.

Jaguar plans to cap the program at 10 models a year and its experts are already out in the field looking for tired but good Series 1 models to rejuvenate. The goal is to create brand-new old cars, but the company is also prepared to go very slightly restomod if a client so wishes. For example, clients could specify larger front brake callipers from a Series 2 model, or a full-synchromesh gearbox.