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.

of

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.

More: Grass Roots

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Expert offers advice on unusual dietary requirements

Expert offers advice on unusual dietary requirements

Food and allergen specialist explains why you should take every allergy request seriously.

New 3,000 capacity venue Magazine London launches with big name events

New 3,000 capacity venue Magazine London launches with big name events

North Greenwich venue opens its doors with high-profile industry events announced for Autumn 2019.

Events industry can combat climate change in two key ways, says UN officer

Events industry can combat climate change in two key ways, says UN officer

As people take part in global climate strikes ahead of Monday's UN Climate Change Summit, how can the events industry play its part?

New global executive creative director for 2Heads

New global executive creative director for 2Heads

Latest appointment for the agency will oversee the expansion of creative and design teams.

How voice recognition is changing the industry

How voice recognition is changing the industry

Voice technology is about more than playlists and weather reports - wayfinding is helping to show just how useful the tech is.

'Overtourism does not really exist, it is a media creation'

'Overtourism does not really exist, it is a media creation'

Professor Dimitrios Buhalis explains why there's no such thing as overtourism, just bad management of destinations.

Bruges to open new convention centre in 2021

Bruges to open new convention centre in 2021

Famous Portuguese architect has made natural daylight a top selling point of the new city-centre venue.

BeSixth hires head of global strategic partnerships

BeSixth hires head of global strategic partnerships

The recently-launched event agency's new appointment will be based in the Los Angeles office.

What's happening at Italy at Hand, The Event, 2019 in Rome this year.

Case study: Australasian Animal Studies Association Conference

Case study: Australasian Animal Studies Association Conference

The conference in Christchurch, New Zealand focused on indigenous attitudes towards human-animal relations.

LATEST JOBS