Creating objects of desire for 90 years
Sir William Lyons, our founder, declared that ‘a Jaguar should be a copy of nothing’.
Under this guiding light of originality, imagination and artistry have always been felt in everything we do, visible in everything we create. In cars that surprise, delight, and sometimes shock the world into sitting up and taking notice.
SS1
A bold departure from convention of the 1930s. When most British cars were upright and utilitarian, the SS Jaguar set our vision with a sleek, low silhouette with a long bonnet and flowing lines.
E-TYPE
In 1961, the iconic E‑type was born. Its bullet shape evoked a look so effortlessly sleek and dramatic that Enzo Ferrari christened it “the most beautiful car in the world".
XJS
Polarising the world with its size and bold approach to design, the XJS caused a real stir in 1975. An emotional choice and an equally visceral driving experience.
TYPE 00
Today, Type 00 continues the tradition of non-traditionalism. A striking balance of bold proportions and the physical manifestation of our future design language.
