The Jaguar Copy of Nothing Story

Copy Nothing

A Jaguar should be a copy of nothing

- Jaguar founder, Sir William Lyons

Masonry - Copy Nothing

Tech Text

Technology and tastes constantly evolve in the name of progress. It's a world that is largely unrecognisable from Jaguar's inception almost 100 years ago. So when a brand's mantra is as alive and vibrant and relevant today as it was back then, you know it has substance.

Guiding Light

The guiding light of originality

Sir William Lyons, our founder, famously declared that 'a Jaguar should be a copy of nothing'.

With that, Jaguar's future was mapped out. Under this guiding light of originality, imagination and artistry have always been felt in everything we do, visible in everything we create.

In cars that surprise, delight, and sometimes shock the world into sitting up and taking notice.

Unbound by imitation

Sir William believed that his cars should be considered as art forms, original pieces, objects of desire, and that real luxury must be unique. 1948 saw the creation of the legendary XK120, the world's fastest production car at the time.

In 1961 the iconic E-type was born, a look so effortlessly sleek and dramatic that Enzo Ferrari christened it 'the most beautiful car in the world'.

Renaissance Text

Today it is the revolutionary Type 01 that is stirring emotions across the world and continuing the tradition of non-traditionalism.

The ‘Type’ in the name nods to our provenance. The ‘zero’ is symbolic of zero tailpipe emissions. And the ‘one’ refers to its status as car one in our new lineage as we reset for the future.

A car so singular in its creation it has over 250 patents filed in its name. A car that demanded 01 of a kind designers and engineers. People of rare creativity and resilience, to hold their nerve when every instinct is to compromise.

This story of uniqueness that can be seen throughout the bloodline. Exuberant modernism, creative flourishes, imaginative touches. Jaguar has always taken the untrodden path with confidence, always demanded originality, always leapt into the unknown without fear.

Type 01. Different. Yet unmistakably Jaguar.

A continuation of radical creativity

For the originals

Championing originality

Championing
originality

British creativity has a long legacy of blazing trails. Of being fearless. Look at David Bowie, Vivienne Westwood, Richard Rogers. People who were unafraid to challenge convention and unfollow the norm. Unbound by imitation and the expected, they each rewrote the rules and redefined genres on their journeys.
Jaguar champions originality in all artistic forms. We welcome a world without creative constraint, and we celebrate a new generation of visionaries who challenge convention.

As we head into the future, we do so with our creative allies in mind. Those who don't follow the 'hot new thing' and the 'trending styles'. Those who choose instead to fearlessly pursue the authentic and the unique. The originals.

Symbols of change

New era. New identity. Our revolution is exhibited with four powerful symbols of change.