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About Jaguar

Jaguar began life in 1922 as the Swallow Sidecar Company, founded in Blackpool by William Lyons and William Walmsley, and Lyons' eye for a beautiful line became the brand's defining asset. The XK120 of 1948 was the fastest production car of its day, the C-Type and D-Type won Le Mans repeatedly in the 1950s, and the E-Type of 1961 was so gorgeous that it ended up in a museum of modern art. For decades a Jaguar offered grace, pace and space at prices that embarrassed its German rivals.

The road since has been bumpy. British Leyland's era brought a reputation for unreliability that took decades to shake, Ford's ownership from 1989 brought investment but also the Mondeo-based X-Type, which purists never forgave, and India's Tata Motors bought Jaguar and Land Rover in 2008. Under Tata the brand produced fine cars, including the XE and XF sedans, the F-Type sports car, the F-Pace SUV and the electric I-Pace, which arrived ahead of most European rivals. Yet sales stayed modest while Land Rover flourished, and Jaguar struggled to find its place.

In response, Jaguar chose the most radical strategy in the industry. It ended production of almost its entire lineup, paused new car sales in Britain and relaunched itself as an all-electric luxury brand with a new logo, a provocative advertising campaign and a startling pink concept car called the Type 00. The rebrand drew ferocious criticism, and the designer most associated with it has since stepped down. The first production model, the Type 01 four-door grand tourer, aims to put Jaguar in a far higher price bracket than before.

Few brand transformations have been watched more closely or argued about more loudly. The coverage collected here follows that story through reveals and first drives, executive changes, sales and JLR financial results, recalls across the Jaguar and Land Rover range, and the classic world, where E-Types, XKs and continuation models built by Jaguar's own heritage division still command enormous affection and prices. Whatever happens next, the leaping cat has rarely been more talked about.