A new dawn
In the last four weeks, between the multimedia campaign, the new logo and the partial reveal of the Type 00, Jaguar has probably been in the news more often than in the last four years put together. The dramatic change of direction taken by the brand has divided opinion not just in the UK, but everywhere in the world where Jaguar has an iconic status, including Europe, the USA, and China.
Since the first Jaguar rolled off the production line in 1935, the idea was to make fast cars and push boundaries. And that is exactly what they did. The XK120 (1948) was the fastest road car of its time and the 1961 E-Type, one of the most beautiful ever designed. Jaguar also invented disc brakes and has won Le Mans seven times.
Like the animal from which it took its name, Jaguar is about speed, elegance and performance. The brand has fanatic devotees in all seven continents. Models like the XK120, XK140, XK150, and the E-Type have become icons in the collector world. For fans and collectors alike, Jaguar cars are more…