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The History of Jaguar Cars by Dawn Martin

Jaguar began in 1922, it was originally known as Swallow and Blackpool, Lancashire seemed an unpromising launch platform for a car that became as aspirational as it did.

In the years following World War 1, Sir William Lyons, then known as Bill, appeared to be a young motorcycle sidecar manufacturer with delusions of grandeur. He was ambitious to move up to cars, and in 1927, he used his Swallow Sidecar workers coach building skills to make bodies for Austin Sevens, giving them a status they scarcely deserved.

However, to the posh Brooklands crowd, even after the factory moved to Coventry, the Swallows and their successors the SS1 and SS2 were a bit indifferent. They were derided for having a long bonnet and feeble engine, and most of their components were made by volume manufacturers such as Standard, and enthusiasts who may not have known any better, refused to be taken in by cosmetic tricks such as two tone paint and a low roofline.

They believed it was impossible to build a good car cheaply, and unaware that Lyons achieved it by keeping a tight control on unnecessary expenditure rather than skimping on production or materials. As well as having a gift for how a car should look, Lyons drove a hard bargain with suppliers and costs were ruthlessly low.

Lyons choice of SS as the name of his cars was something of a mystery. He stated that SS was not a contraction of Standard Swallow or Standard Special. George Brough who made the Brough Superior and SS80 motorcycles believed that Lyons got the idea from him.

Ocean steamships were trend setters, and the letters SS carried no sinister ring, and Lyons began looking through lists of birds and animals before decided on the fastest creature with a name that could be applied to a car.

He chose Jaguar, and when Armstrong-Siddeley granted permission, the name was introduced for new models in September 1935, and until 1940, they were known as SS Jaguars omitting even the full points from 1936 as the letters no longer stood for anything, much like MG.

Lyons asked publicity chief E W Rankin for a symbolic leaping jaguar mascot, after an accessory company produced one he disliked. It looked like a cat shot off a fence said Rankin.

Frederick Crosby, an artist, was invited to provide one, but the symbolic jaguar, which adorned the cars from 1935, may not have been a jaguar at all. It first appeared at the 1930 Olympia motor show on an MG as a tiger. It closely resembled a panther designed in the 1920s by Casimir Brau and it was certainly a close relation to the one Crosby produced for Cecil Kimber, founder of MG.

The jaguar was almost identical in every respect, except for its rear paws were tucked up behind whilst MGs had them extended. Whether Lyons and Rankin knew about the mascot on the MG was immaterial and Jaguar Cars was unabashed about the revision to its company history. A company spokesman stated that it was an anatomically correct jaguar.

Up until 1939, even if a jaguar was not looked upon as a counterfeit, it was definitely not completely bona fide. Moreover, when the make was revived after World War 2, it had as much to live down as live up to. Some substance had to be found behind the glitter, and as soon as a buyers market returned, the competition recommenced

If Sir William Lyons can take credit for anything, he can take credit for demonstrating that it was possible to match the bespoke coach built individually made car to one on a production line, at half the price. He did it so well that within a decade, only Rolls Royce and Bentley were still making luxury cars in the old craft tradition. In 1945, the letters SS, which by then had the implication of the notorious Nazi Police, was officially dropped from Jaguar’s title.

Once Jaguar offered something much better at a lower price, their rivals not only lost their market, they lost their point. Until the recovery of the German industry in the 1970s, and the Japanese assault on the luxury market in the 1980s, the Jaguar had no equivalent. It was a phenomenon, whose influence may have been difficult to comprehend in the 1990s, following the remarkable improvement in the style, status, and quality of middle class volume produced cars such as the Ford Mondeo. Jaguar reigned supreme, and it carved its own niche in what had been the upper premium segment and the opposition was annihilated.

If the key event that led to Jaguars recognition in 1951 was winning Le Mans, the key technical ingredient was the XK engine. In the closing years of the war, it seemed to Lyons and his engineers that a new technically educated generation would demand something better than a pushrod engine.

Post war Jaguar engines would have to emulate the racing engines of pre war, and must look the part. Twin overhead camshafts, and polished cam covers would be needed for efficiency and under bonnet elegance.

In the 1960s, the racing XK120 known as the XK120C, quickly became the C type and was followed logically by the D type.

The XK 120 became the 140, then the 150 with largely cosmetic changes, the numbers now outstripping top speeds by a substantial margin. They were cars in which the occupants sat atop a deep box section frame, orthodox when the car was rushed into production in 1949, and by 1959 scarcely worthy of the advanced XK engine. The XKSS that was developed from the D type would have gone into small scale production but for a disastrous fire in 1957, which destroyed much of the factory.

Far from being a small series produced for publicity, more than 12000 XK 120s, 9000 XK 140s and 9400 XK 150s were sold, so Jaguar sports cars paid their way. The range included open two seaters, coupes, and two plus twos, a euphemism for cars with back seats described as occasional, and what they meant was small.

By 1960, the XK was no match for modern, low built, space framed sports cars with less body roll, less weight and a lower centre of gravity. Tall and narrow with big wheels and heavy gearshifts, they were dignified tourers, rather than the avant garde sports machines they had been in 1949.

If Jaguars had a fault, it lay in their longevity. Restoration of veteran E types can involve campaigns against rust. For sheer value, they were scarcely matched, and when the V-12 versions appeared in 1971, just in time to suffer from the effects of the first world oil crisis with a fuel consumption of around 15 mpg, they were just as competitively priced.

The succeeding XJS in 1975, although less of a sports car than the E type, was a resounding success, surviving more than 20 years with V12 and 6 cylinder engines, open and closed bodies, despite styling which compromised both the intuitive Sir William Lyons and the clever aerodynamicist Malcolm Sayer.

A sprinkling of XJS character and even one or two of its components were carried over to the XK8 of 1996, which quickly took Jaguar to new sales records. Its first quarter 1997 sports car sales were the best in the company’s history.

In some technical aspects, notably the E type’s independent rear suspension, the XK engine and its successors, Jaguar was sophisticated. In others, such as 1950s gearboxes and auxiliary equipment, it remained in the automotive dark ages. By the 1980s, its Whitley Engineering Centre was in the forefront of world class automotive technology, developing successors to the saloon cars that had their origins in the SS series pre war.

Jaguar acquired Daimler in 1960 and by the time Sir William Lyons died at the age of 83 in February 1985, the group included Coventry Climax engines, Guy Motors, and Henry Meadows the engine makers. In 1966, Lyons had to accept a proposal from Sir George Harriman for a merger with the British Motor Corporation after Pressed Steel, Jaguar’s source of bodies became part of BMC.

The combined company, British Motor Holdings, was absorbed into British Leyland two years later despite misgivings about its structure, which its subsequent nationalisation more than justified.

Sir William retired in 1972, but lived to see the revival under Sir John Egan, which led Jaguar back into private ownership in 1984.

The Egan regime restored Jaguar’s self confidence but failed to staunch the losses that followed a downturn in the American market. Jaguar had been starved of investment under Leyland, and they no longer generated the cash to finance its own new model programme. It needed a partner and at first, it looked like just what General Motors might want, a swanky European up market marque to which buyers of its mass produced cars could aspire.

However, Ford wanted Jaguar too. GM was ready to take a 30 per cent share. It already owned Lotus and had been talking to Vickers about taking 40 per cent in Rolls Royce in 1991 in an effort to pre-empt BMW.

Ford owned 75 per cent of Aston Martin but wanted something a little more worldly, and in the end paid 1.6 billion ($2.5 billion) for Jaguar, quickly learning the extent to which its new purchase was burdened with high costs and out of date plant.

Ford was taking a long view. Hayden also pointed out to his colleagues that Ford bought Lincoln in 1923 and only started to make a return on it in the 1980s. It was not quite like that, but he made his point.

Jaguar entered the century old motor industry at barely one third of its span, and with graceful styling, superior ride and handling, high performance, and world class sporting fame became one of Britain’s cherished symbols. The XK8, the car that marked the second watershed in Jaguar history some 50 years after the first, was emblematic of the new perspective at Jaguar. This was the recognition that it could not survive without the backing of Ford, and that the way forward was to take all that was good about Jaguars in the past and recreate its reputation with all that was best from Ford in the present.

On 1st January 2008, Ford made a formal announcement, which declared Tata as the preferred bidder for Jaguar, and on 26 March 2008 announced that it had agreed to sell Jaguar and Land Rover to Tata Motors of India. Included in the deal were Daimler, and two dormant brands Lanchester and Rover. The sale completed on 2 June 2008 for 1.7 billion.

Dawn Martin has been interested in motor vehicles since an early age. She has recently commenced a blog on the history of classic vehicles and is currently researching trucks, motorcycles and cars and producing downloadable publications which can be found on her website and in the members area.

She hopes that you will take the time to visit her sites

CMH Members Area

Classic Motor History Blog

Classic Motor History

Article Source: http://www.earticlesonline.com/Article/The-History-of-Jaguar-Cars/627918

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