At around 7pm on Tuesday 14 March 1961, Jaguar’s PR department employee, Bob Berry, left Browns Lane, Coventry in a fixed head E-type, registered 9600HP. Berry drove virtually flat out through the night, arriving in Geneva, where he drove to the local Jaguar distributor for a 20-minute wash and polish, before heading to the Parc des Eaux Vives for the public unveiling by Sir William Lyons. Surrounded by up to 200 members of the press, 9600HP caused a sensation, and so did the price. At £2097 for the roadster and £2196 for the FHC, it was condemnably cheaper than similar performing cars from Ferrari, Aston Martin and Chevrolet, and was on a par with much slower cars from Porsche and AC. In fact, the E-types was initially sold at a cheaper price than the outgoing XK150.

Date of Manufacture     21st October 1971

A new 5.3 L twelve-cylinder Jaguar V12 engine was introduced, with uprated brakes and standard power steering. The short wheelbase FHC body style was discontinued and the V12 was available only as a convertible and 2+2 coupé. The convertible used the longer-wheelbase 2+2 floorplan. The Series 3 is easily identifiable by the large cross-slatted front grille and flared wheel arches, and a badge on the rear that proclaims it to be a V12. Cars for the US market were fitted with large projecting rubber bumper over-riders (in 1973 these were on front, in 1974 both front and rear[clarification needed]) to meet local 5 mph (8 km/h) impact regulations, but those on European models were considerably smaller. US models also have side indicator repeats on the front wings. There were also a very limited number of six-cylinder Series 3 E-Types built. These were featured in the initial sales literature. When leaving the factory the V12 Open Two Seater and V12 2 ± 2 originally fitted Dunlop E70VR − 15 inch tyres on 15 × 6K wire or solid wheels.