Jaguar is among the world’s most storied automakers. Its legacy is built on blending style with performance and pairing virtuous engineering with emerging technology. Adhering to this directive has resulted in a product lineup of both venerated luxury sedans and iconic sports cars.
The seeds of the company were sown nearly a century ago with the founding of the Swallow Sidecar Company in 1922. Swallow initially produced motorcycle sidecars in northern England before relocating to Coventry in 19TK, where it started to build complete automobiles under the “SS Cars” nameplate in 1932.
The Jaguar name first appeared on some SS Cars sport sedan and roadster models starting in 1935. The company officially adopted the Jaguar name in 1945 in the wake of World War II, when the letters “SS” had particularly negative global connotations.
While Jaguar launched the landmark XK120 in the 1940s, it wasn’t until the lusty, long-nosed E-Type sports car arrived in the 1960s that the brand forged an identity that would transcend time.
Today, Jaguar has survived existential challenges ranging from ownership transfers to company-wide product overhauls, all the while producing luxury sedans, coupes and roadsters with a sporting edge.
Jaguar’s product range grew significantly in the 1990s after Ford Motor Company added Jaguar to its Premier Auto Group portfolio. It grew again after Ford sold Jaguar and SUV-focused Land Rover to its current owner, Tata Motors, in 2008, which merged the two brands and created Jaguar Land Rover, or JLR. Competencies gained with aluminum construction plus a modern design language set Jaguar on a new course.
Today, Jaguar’s luxury cars and sports cars are as relevant and appealing as ever, while a recently introduced family of crossovers—the midsize F-Pace, compact E-Pace, and all-electric i-Pace—have proven that one can indeed teach an old cat new tricks.
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