Jaguar launches F-Type at Ricoh Arena with Grass Roots

Jaguar has chosen Coventry's Ricoh Arena for a UK launch of its new F-Type model, organised by Grass Roots.

  • Red, grey and black F-Type Jaguar's formed the letter 'F' in the car park. (Copyright: Jaguar Land Rover)

    Red, grey and black F-Type Jaguar's formed the letter 'F' in the car park. (Copyright: Jaguar Land Rover)

  • The cars formed the letter 'F' before driving 1.5 miles into Coventry as part of a procession.

    The cars formed the letter 'F' before driving 1.5 miles into Coventry as part of a procession.

  • The F-Type models close up.

    The F-Type models close up.

  • The procession was led by a classic E-Type Jaguar from 1961.

    The procession was led by a classic E-Type Jaguar from 1961.

  • A picture from the 1961 Jaguar car launch that inspired Grass Roots' event last week.

    A picture from the 1961 Jaguar car launch that inspired Grass Roots' event last week.

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The ceremonial "handover" of Jaguar's F-Type model to 60 dealerships, which took place on Friday, mirrored a 1961 launch of the brand's E-Type sports car.

Some 59 red, grey and black Jaguar F-Types, worth a total of £4.7m, were assembled in the shape of the letter 'F' in Ricoh Arena’s car park before departing on a 1.5-mile procession into Coventry’s city centre, led by the last Jaguar E-Type produced. 

The venue and location was chosen because the car was designed and engineered in Coventry, and manufactured in nearby Castle Bromwich.

Grass Roots has a three-year contract with Jaguar.

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