Sadly missed car brands? Don’t forget the E-Type

In the light of General Motors’ announcement that it is to ditch its iconic Pontiac car brand, a few weeks ago you asked, ‘Which now-defunct brand do you miss most, and why?’ (Voxpop, DW 7 May).

I’d like to propose the iconic Jaguar E-Type. This car was the pinnacle of Jaguar’s history. Strictly speaking, it was always going to be a finite brand, but my lament is that it never had a generic successor.

Everything that followed was fatter, flabbier and absolutely lacking that dropdead gorgeousness of form.

And as for the branding, how simple, and how brilliant. The understated promise of Le Mans 24 Hours racing lineage (think C-Type, D-Type) on the road.

It may have been simply an icon of the 1960s, but it is still both genuinely fast and fabulous in 2009. I should know, because I drive one.

Chris Wood, Chairman, Corporate Edge, by e-mail


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