Two Visionaries. One Ethos. Ninety Years Apart
Jaguar marks 90 years of fearless design with a poignant moment: SS Jaguar and the brand’s most recent release, Type 00, appear outside The Chancery Rosewood. The property’s fusion of mid‑century, modernist lines and contemporary British artistry reflects Jaguar’s own artistic endeavour.
Together, these two vehicles — separated by nine decades yet united by vision — represent the exodus from tradition in their respective eras. The SS Jaguar, a car that established the Jaguar brand in its time, and Type 00, a car that rethinks what a Jaguar can be today.
"Jaguar has always been a pioneer of originality—defined by design excellence and a fearless, forward‑thinking spirit. Ahead of the launch of our production vehicle next year it’s vital we continue to remind people of what makes Jaguar unique: being bold, unexpected, and unapologetically different. With Type 00, we’re challenging conventions in the automotive industry, just as the SS Jaguar did in its time."
RAWDON GLOVER. DIRECTOR, JAGUAR
90 YEARS OF JAGUAR
The SS Jaguar: The first model to carry the Jaguar name. The SS Jaguar exemplifies Sir William Lyons’ original philosophy: Copy Nothing. With its low roofline and elongated bonnet, the SS Jaguar was a bold departure from convention of the early 1900s. When most British cars were upright and utilitarian, the SS Jaguar introduced a sleek, low‑slung silhouette with a long bonnet and flowing lines.
Jaguar Type 00 is an example of Jaguar at its best. A fearless statement. An object of desire. A concept with bold forms and exuberant proportions to inspire future Jaguars.
From the SS Jaguar to the F‑Type, every era in Jaguar’s history has produced an icon that refused to blend in—XK120 set speed records, E‑Type redefined beauty, XJS bridged luxury and performance, and F‑Type reignited sports car desire. Jaguar has never followed the ordinary; it has always led with elegance, daring design, and performance that stirs the soul.
Jaguar’s latest expression of modern luxury appears in ‘London Red’, a bespoke hue inspired by the enduring beauty of redbrick Victorian architecture in London’s most influential boroughs, the rich elegance of red gallery walls designed to make artwork standout, and iconic symbols of London that range from crimson phone boxes to the red double decker bus. London Red is a tribute to timeless artistry and bold design, handcrafted by Jaguar's in‑house materiality team.
Article courtesy of the official Jaguar website https://www.jaguar.co.uk/