MIKE COOK: LOSS OF A LEGEND!

MIKE COOK: LOSS OF A LEGEND!

Mike Cook had spent a lifetime immersed in the British automotive industry as a PR and advertising executive, in the hobby as a racer, and later in his retirement as an archivist for Jaguar Land Rover. He passed away this week.

MIKE COOK: LOSS OF A LEGEND!MIKE COOK: LOSS OF A LEGEND!When I was a magazine editor in the 1960s and 1970s, I often interfaced with Mike Cook and regularly saw him at International Motor Press Association (IMPA) lunches and events. While my passion was Corvettes and high-performance American cars with big V8 engines, Mike had become the champion of British sports cars. On the surface it was “apples & oranges.” But we often spent time simply sharing car guy experiences.

In his retirement years he was responsible for archiving vintage Jaguar and Land Rover advertising, racing news and press materials. He became the go-to guy for journalists, collectors and enthusiasts researching the history of these storied brands. Without Mike and his endless enthusiasm for these vehicles and British car history, Jaguar Land Rover North America would not have the ability to serve the needs of the media as well as the hobby.

My son, Stuart Schorr, Vice-President Communications, Jaguar Land Rover North America, wrote the following tribute:

On Tuesday, November 27, Jaguar Land Rover lost a dear friend and passionate lifelong advocate, Michael Cook, to pneumonia at the age of 85. Mike had a storied career in advertising and public relations for a murderer’s row of British brands: Rover, Land Rover, Austin, MG, Jaguar and his beloved Triumph. He retired from Jaguar as Director of U.S. Public Relations in 1991.

 Up until this very week, Mike had been a constant, determined and cheerful fixture at the Jaguar Land Rover North American headquarters, running our JLR U.S. historical archives department, which he created with Karen Miller in the 1980s. For many of those years, Mike ran the Archives department like a carmakers’ skunk works operation: he was going to keep it going whether anyone officially knew about it or not. Mike personally kept the Rover and Land Rover (and Triumph) archival material at his home before anyone in the company ever thought it might be something we needed. Is there a stronger word than dedicated?

 A visit to the Archives or an email exchange with Mike quickly revealed the impressive depth of Mike’s knowledge and affection he had for these unique cars, and the people that made, marketed, raced and owned them. It was always a pleasure for Mike to assist someone, and a greater pleasure to be helped by him.

 In addition to his second career as Jaguar (and eventually Land Rover) archivist, Mike was prominent in the Jaguar and Triumph Club worlds, and a prolific author and editor of historical publications. Did I mention he was a racer himself and publicist for numerous Jaguar and Triumph racing teams? Talk about being a “car guy”!

 It’s one of those career clichés we often hear: Do something you love. Mike Cook loved working with our company and British automobiles so much that he dedicated his entire career to it. We are all honored to have worked with him, we thank him again, and we will miss him dearly.

 Mike passed away peacefully, in the company of his family, with his favorite Miles Davis playing in the background.

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JAGUAR XKE: HOT CATS AT AMELIA ISLAND!

JAGUAR XKE: HOT CATS AT AMELIA ISLAND!

Sixty years ago a legend was born in secrecy. The first Jaguar XKE prototype, a roadster, was assigned an official chassis number: 850001. In March, an incredible field of XKEs will be showcased at one of America’s premier Concours.

JAGUAR XKE: HOT CATS AT AMELIA ISLAND!On March 11, 2018 the 23rd annual Amelia Island Concours d’Elegance will celebrate and honor the British icon that changed the world of sports cars forever: JAGUAR XKE: HOT CATS AT AMELIA ISLAND! A full class of Jaguar XKEs will take to “The Amelia’s” field nearly six decades after the XKE’s glamorous public debut by Jaguar founder and Chairman Sir William Lyons at the Hotel du Parc des Eaux-Vives on Lake Geneva. The XKE is a pure blood descendant of Jaguar’s three-time Le Mans winner, the legendary D-Type. The potent D-Type’s design DNA flows through the svelte contours of the XKE courtesy of Malcolm Sayer, the aerodynamicist who also drew the sublime shapes of the Le Mans-winning C and D-Types. Even today, the E-Type’s silhouette, born in the 180 mph cauldron of Le Mans during the Fifties, looks fresh and modern.

“The XKE isn’t simply one of the greatest car designs of the 20th century, it’s one of the greatest designs of all time,” said Bill Warner, founder and Chairman of the Amelia Island Concours d’Elegance. “The XKE is so beautiful and perfectly proportioned that Jaguar’s American ad agency simply put pictures of a red coupe and roadster on a white background in their magazine ads with the tag line ‘This is the new Jaguar XK-E!’. The shape sold the car. No gimmicks, no slogans, just that perfect XKE shape.”

For more information about the Amelia Island Concours d’Elegance scheduled for March 9-11, 2018, please visit https://www.ameliaconcours.org/

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