Jaguar Motors — Death of an Iconic Brand

Enzo Ferrari called the E-type Jag the most beautiful car he had ever seen.

Once a British Icon

Few automotive brands evoke the same sense of prestige and refinement in the realm of luxury automobiles as Jaguar Motors. With a history spanning over eight decades, Jaguar established itself as a paragon of automotive excellence, seamlessly blending cutting-edge technology with timeless design. But it seems that the story is about to come to an abrupt end.

Jaguar has started phasing out its gas-powered car lineup and will shut down production of the XE, XF, and F-Type by June 2024. That will make Jaguar an SUV-only manufacturer until the all-new EV lineup launches (if it launches), with only the I-Pace, F-Pace, and E-Pace to be found in showrooms. There are rumors that the brand name will be sold to the Chinese.

Origins and Early Innovations

Jaguar’s roots trace back to the 1920s when the Swallow Sidecar Company, founded by William Lyons and William Walmsley, ventured into automobile manufacturing. Evolving from producing motorcycle sidecars to crafting sleek sports cars, the company underwent a transformation in the 1930s, rebranding as SS Cars Ltd. Despite the disruptions of World War II, Jaguar emerged resilient, introducing iconic models like the XK120 in the post-war era…