By: Tanya Palta
Luxury car manufacturer Jaguar is a timeless British icon and their automobiles are synonymous with power and unparalleled sporting prowess. The ultimate expression of speed, style and status, the brand has a legacy that is unmatched and has garnered a respect that is unrivaled. Hence, Jaguar will always command center stage in any domain and symbolizes man’s psychological desire to be powerful and his aspiration to live a life in the fast lane.
Currently the brand is owned by Indian Automobile giants Tata Motors Ltd, and is part of the Jaguar Land Rover business. However, the company’s roots can be traced back to 1922 when it was known as the Swallow Sidecar Company. Founded by motorcycle enthusiasts, Bill Lyons and William Walmsley, the company initially was only manufacturing motorcycle sidecars, but by 1933 it entered automobile production by producing the SS Jaguar 100 model. Post WWII, The SS moniker was dropped in favor of the Jaguar, since the company didn’t want any association with the SS Nazi paramilitary organization. The newly rechristened Jaguar was now ready to establish it self as a formidable player in the automobile market and produce cars that like its feline namesake were sinuous, fast moving and dangerous.
After WW2, Jaguar unveiled the Mark V and the XK 120, the former being a luxury sedan and the latter a sports car. The XK 120 with its superlative sporty performance enjoyed unsurpassed popularity and helped the brand to establish itself in the sports car market. Jaguar’s entry into the US market around the 1950s was also a success and the next few decades saw the production of their most iconic models including; XK-E, XJ6C and XJ12C coupes and the true world supercar, the XJ220. The eighties and nineties were hard on Jaguar as they faced competition from different quarters and this led to a full acquisition by Ford in 1990. Under the leadership of Ford, the XKR sports cars were produced and with their unbridled power and technical fineness, they met with resounding success. But Ford’s role in the brand was short-lived as Indian manufacturer Tata acquired Jaguar in 2008 in a historic and well-documented takeover.
A Jaguar exemplifies power and supremacy, and that is why the feline beast of the same name rests languidly on the bonnet of every car. The vehicle has always been associated with the rich British businessman and is a colloquial emblem of wealth, social status and luxury. An engineering marvel that has been engulfed in an imagery of seduction, the brand encourages privileged living and is an embodiment of elegance and sophistication.
