90 years of Jaguar

The first special exhibition at the Classic Center Schweiz was a resounding success.

The 90 YEARS CELEBRATION EXHIBITION took place at the Classic Center Schweiz from 23 September to 23 November 2016. This unique exhibition offered a retrospective, consisting of over 70 exhibits dating from 1926 to 2016 – from the first sidecars to the new Jaguar F-PACE. Never before had such a complete collection of products from Jaguar’s history been made accessible to the public. One of the highlights was the SS 90 prototype, which was developed in the spring of 1935. The vehicle was the first-ever sports car built by Jaguar founder William Lyons. The exhibition spanned all three floors of the Classic Car Museum, as well as an additional tent. To help visitors navigate the exhibition, the exhibits were divided into six-colour-coded Jaguar product categories: The Beginning, Sports Cars, Saloons, Sports Saloons, Daimler Saloons, and The Future. Apart from two vehicles supplied directly from the factory, all vehicles exhibited were loaned from around the country, reflecting the importance of Jaguar to Switzerland. Emil Frey undoubtedly has Jaguar to thank for much of its success. After all, Switzerland has boasted the highest concentration of Jaguars worldwide for decades. And with this success comes responsibility. As a Jaguar importer, the Emil Frey Group is not only continuing a long and important product tradition, but also preserving the historic legacy of Jaguar in Switzerland at the Classic Center Schweiz.

The 90 YEARS CELEBRATION EXHIBITION was a great success, attracting approximately 4,000 visitors.

Simon Bundi

Head of Museum & Archives