Jaguar is the legendary English brand of vehicles which was founded in 1922 by Swallow Sidecar Company. The headquarters of the company is situated in Whitley, England. Currently the owner of Jaguar is Tata Motors, which bought it from Ford in 2008. Jaguar is a division of Jaguar Land Rover. The brand has a rather well-known and recognizable logo, a leaping sliver jaguar as the embodiment of strength and speed. The slogan of the world famous car production brand is “How alive are you?” which tells the buyer in advance that the company is focused on speed and achieving goals.
Meaning and history
In 1922 William Lyons and William Walmsley, two motorcycle enthusiasts, founded the company and the first time the famous Jaguar appeared was in September 1935 and it was a model name on an SS 2½-litre sports saloon.
The jumping jaguar, a symbol of the brand represents the company’s spirit perfectly. As it has already been mentioned, the leaping jaguar embodies passion for driving, strength, sophistication and confidence — everything Jaguar values and considers important. The cold silver tones represent luxury and splendour.
1922 – 1945
In 1922, the year The Swallow Sidecar Company started its operation, the original logo did not resemble the logo Jaguar has today. It looked like a dark blue circle with a red border and two golden wings on both sides. The name of the company – “Swallow Sidecar Company” – is written inside of the circle. The company added the word “Jaguar” only in 1935.
1945 – 2001
The earliest logo with the leaping animal was created in 1945. It looked like the logo Jaguar cars have nowadays, only the jaguar is white with the black outline. The word “Jaguar” is dark green and the letters are bigger than now.
2001 – 2012
In 2001the company made slight changes to its logo: the jaguar looks thinner and therefore more refined and elegant now. The letters of the brand’s name are black and are thinner and smaller as well.
2012 – NOW
The latest version of the logo is in grey, silver and black colors: the chosen color spectrum represents wealth and splendor. The figure of the animal has been made three – dimensional and the silver tones accentuate the shades making the jaguar look more realistic. The name of the brand is silver as well. The color spectrum of the logo as it has already been mentioned embodies magnificence, elegance and high quality of the product.
In October 1948 Jaguar launches XK120, their new record-breaking engine design in their sportscar which replaces the prewar SS Jaguar 100. The second big breakthrough of the company was the large Mark VII saloon in 1950, a car especially produced for the American market. In 1960s Mark 2 with wider windows and 2.4, 3.4, and 3.8-litre engine options became one of the most famous Jaguar models ever produced. Speaking of the more recent saloons, XJ (1968–1992) became the most significant among Jaguar’s cars. These and many other cars produced by the brand are considered to be historic car models.
The concept cars
Jaguar has a rather long list of the most stylish and technologically advanced concept cars. Among them E1A which is the 1950s E-Type concept vehicle; E2 A – the second E-Type concept vehicle made to race at LeMans and in the USA; XK 180 (1998) –concept car based on the XK8; C-X17 (2013) –the first Jaguar SUV concept car and many others.
Jaguar is considered to be rather successful in sports car racing, particularly in the Le Mans 24 Hours. The brand’s car were participating and winning in 1951, 1953 with the C-Type, then in 1955, 1956 and 1957 with the D-Type. The TWR XJ-S won the Bathurst 1000 race in 1985 and the Jaguar XJR-14 was the last of the XJRs to win, taking the 1991 World Sportscar Championship.