As Jaguar celebrates its 90th anniversary, it brings together its past and its future.
As one of the most prestigious names in the automotive industry, Jaguar has made important strides in motorsports, luxury and elegant design over the years. However, the brand’s roots go back to 1935, an incredible 90 years ago, and almost a century later, the historic British luxury car manufacturer celebrates this anniversary on the threshold of a new era.
After revolutionizing its branding and emerging with the new Jaguar Type 00 concept car, Jaguar proposes a new chapter in its brand that combines the elegance of Jaguar’s classic masterpieces with the brand’s eternal commitment to defying tradition and setting new standards. The concept has been spotted at iconic luxury destinations and centers such as Paris for Men’s Fashion Week and Monaco, where it was showcased on a stunning floating exhibition.
Now, to mark the brand’s 90th anniversary, the Jaguar Type 00 has been displayed alongside the first car ever to bear the Jaguar name: the 1935 SS Jaguar, in London outside the Chancery Rosewood, a luxury hotel in the heart of London’s prestigious Mayfair district. For the meeting, the new Jaguar Type 00 will be shown in a new color, London Red, said to be inspired by Kensington.
Even though the age difference between the cars is 90 years, the SS Jaguar and the Jaguar Type 00 have one very important aspect in common: their commitment to the Jaguar ethos of “Don’t copy.” Derived from William Lyons’ original philosophy, the SS Jaguar represented this with a long hood and a sleek, low stance, while its contemporaries in the 1930s were more utilitarian and upright.
With its ultra-futuristic design contrasted with classically inspired proportions, the new Type 00 is a stunning vision of the bold future Jaguar has planned for its renaissance. The Type 00 concept is a foretaste of the new Jaguar brand’s first production model, a grand touring model scheduled to hit the market in 2026. If so, all 90 years of Jaguar’s history, including the 1935 SS Jaguar, will serve as a springboard for the manufacturer’s expected peak.
Image source: JLR
