Launched in 1922 as the Swallow Sidecar Company, changing its name to S.S. Cars in 1934 before finally switching to the name we know today immediately after the Second World War, Jaguar is an automaker steeped in tradition. Until not more than a decade ago, it was still struggling to find its place in the modern automotive hierarchy, but it’s recently found its mojo and the cars it’s churning out are definitely desirable.
Jaguar seemed like it had lost its direction and sense of purpose while it was under Ford ownership from 1999 to 2007, launching cars whose style wasn’t innovative, giving constant nods to the brand’s past glory days. All Jags launched in that time frame were cars desperately trying to prove themselves worthy, and while they were decent cars in many respects, some saw them as a bit too old-fashioned and behind the times.
But that all changed when Jaguar changed hands again, and after Ford decided it wanted nothing to do with it, India’s Tata Motors picked it up in 2008. Since then, the brand has reinvented itself beautifully, preserving the traits that gave it individuality in the first place, but without making the cars feel old fashioned.
Part of the brand’s newfound success is undoubtedly a direct result of its design boss, Ian Callum, a genius in the field of car design. He’s spearheaded the brand’s revival and we hope he will continue to do so because we really like his work.