For the first time, Jaguar Land Rover will open its doors to allow enthusiasts to test drive some of the most iconic cars from its heritage fleet. The news comes hot on the heels of the firm's acquisition of the James Hull Collection, which was put up for sale for £100m earlier this year and forms an integral part of the new initiative.
The combined collection showcases more than 100 years of motoring heritage, from pre-war road racers through to Le Mans winners and the latest F-type Coupé.
It will be possible to drive – or be driven – in nearly every car in the group, with arrive and drive packages to suit every budget.
The entry-level Jaguar Experience allows visitors to choose between a number of iconic Jaguar models, including the XK150, Mk2 and Series 1 and 3 E-types. They will also be given the opportunity to compare the classics against the F-type.
Prices range from £95-200.
Those with slightly deeper pockets may be tempted by the Le Mans Experience, which gives race fans the chance to relive the heyday of Hawthorn and Hamilton from the cockpit of a C-type or D-type. It costs a bit more – £750 – but lasts up to half a day, and includes a drive in the stunning XKSS plus lunch.
Top of the tree is the Grace and Pace Experience, which costs £2000. Jaguar enthusiasts will have an entire day of driving creations from the firm's Special Vehicle Operations division, and will enjoy chauffeur-driven transfers in classic Jaguar saloons.
The price also includes entry to an exclusive guided viewing of Jaguar's Perfect 10 exhibition, which features a selection of classics picked by director of design Ian Callum, Lord March and Brian Johnson, such as the rare SS100 and one-off XJ13.
Managing director of the Special Operations division, John Edwards, said: "This is the first experience-based offering from our new division and is the first time in Jaguar's history that we have made a collection of vehicles of this calibre available for 'arrive and drive' experiences. It's an extremely exciting new project."