2 years ago

The DESIGN Issue

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DESIGN F rom its earliest days – before the brand even became Jaguar – co-founder William Lyons had a keen eye for good design, marketing and sales. According to Nigel Thorley in Marketing the Marque, Lyons was a fan of the Art Deco movement popular in the 1920s and early 1930s and this is clearly reflected in early advertising for the then SS Cars brand – which stood variously for Standard Swallow, Swallow Special or Swallow Sports. Indeed, the importance of advertising is behind Jaguar becoming a model and then a brand. According to Jaguar Design: A Story of Style by Nick Hull (featured separately in this issue, see p10) Lyons was good friends with Bill and Bob Bett who ran Nelson Advertising, and, concerned with the negative associations of the SS initials even before WWII, came up with the name Jaguar. A reticent Lyons initially compromised by christening his 1935 car the SS Jaguar before the whole company was renamed in 1945. And the rest, as they say, is history... 1936 1961 WILLIAM LYONS WAS INFLUENCED BY ART DECO AND THIS IS CLEARLY REFLECTED IN EARLY ADVERTISING COVER ART Co-founder William Lyons fostered good relations with the media and regularly advertised on The Autocar’s front cover, like this 1936 edition (left) for the SS Jaguar. “Grace, space, pace” was a famous tagline used over many decades including this 1961 example featuring (from top) the Mark 2, Mark 10 and E-Type. Right: This 1970 US advert for the E-Type draws on the brand’s big cat connection 52 j THE DESIGN ISSUE






THE JAGUAR magazine celebrates the art of performance with exclusive features that inspire sensory excitement, from dynamic driving to seductive design and cutting-edge technology.

Led by an exclusive and insightful interview with unconventional actor and Jaguar campaign star Eva Green, this issue is full of Jaguar spirit. See the Jaguar XE 300 SPORT and XE SV Project 8 unleashed on the volcanic slopes of Sicily, go behind the scenes of setting two world records, look ahead to the Jaguar I-PACE eTROPHY Championship season debut, learn the secrets of thrill-making from three renowned proponents of the art, and much more.

The Library

The JAGUAR #03
The Jaguar #02
The Blockbuster Issue


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