When Jaguar founder Sir William Lyons set out to design his first car in 1935, he wanted to create a vehicle that not only looked good, but also excited the senses of the driver behind the wheel. That was the origin for Jaguar’s current global reputation for building beautiful cars. Jaguar’s early sales slogan was ‘Grace, Space, Pace’, a slogan that is still embodied by its modern day vehicles.

In 1961, Jaguar launched the E-TYPE. Described by Enzo Ferrari as the ‘most beautiful car ever made’, the E-TYPE is widely regarded
as one of the most important sports cars of all time. Due to the impressive performance of Jaguar vehicles, a natural path into motorsport followed. With seven wins and three consecutive victories between 1955 and 1957, Jaguar retains the title of the most successful British manufacturer in the Le Mans 24 Hours race.

In 2012 the F-TYPE was announced, heralding a new generation of Jaguar sports cars in the famous bloodline. A true Jaguar sports car, the F-TYPE became known for its exhilarating performance, confident handling and everyday usability.

The next chapter in Jaguar’s future unfurled in November 2016 when they revealed their first electric vehicle, the I-PACE Concept, in line with Jaguar Land Rover’s promise to offer either a hybrid or electric version of all vehicles by 2020. The production version of I-PACE is due to go
on sale in the second half of 2018. I-PACE will continue Jaguar’s tradition of superb performance but with a fully electric engine. It is expected
to have a range of around 310 miles on a single charge.

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In December, reflecting Jaguar’s long sporting tradition but also its total commitment to electrification, Panasonic Jaguar Racing returned for its second season in the Formula E championship, starting in Hong Kong.

As well as its rich sports car heritage, Jaguar is renowned for class-leading saloon vehicles. The XE, XF and XJ saloon cars maintain dynamic performance, while offering a calm and composed drive. The classic XJ was first produced in 1961 and regularly became the vehicle of choice for the Prime Minister. It has sold 200,000 units worldwide. In 2015 the XF was added to the line-up to complement the classic XJ, and has sold 65,000 units.

Jaguar has always been the brand and vehicle chosen by the edgier driver. Although the vehicles have the comfort you’d expect, they never fail to carry an element of their sporting bloodline.

Vehicles such as the practical F-PACE and the new E-PACE, have been engineered to handle like a sports car, with dynamic performance at their forefront. In a tribute to Jaguar’s superb design team, the F-PACE was awarded World Car Design of the Year as well as World Car of the Year at the 2017 New York International Auto Show.

‘The car is the closest thing we will ever create to something that is alive,’ said Sir William Lyons, and those words are still ingrained in the Jaguar ethos to this day. They will continue to shape the way Jaguar builds and designs its vehicles into the future, ensuring that every sense will always be excited when you’re behind the wheel.