Original then. Original now.
Jaguar has always stood apart through fearless design, expressive craft and an instinct to challenge convention. A copy of nothing.
Origins is a journey into the DNA that shaped Jaguar: the colours, the character, the attitude. Each chapter reveals how our past continues to inform the future - not as nostalgia, but as a living design code.
When originality is in your DNA, it’s there for good.
The Spirit of Reinvention
Reinvention begins where convention ends. In every era of our history, we’ve evolved – showing up differently while preserving our unmistakable marks of distinction, from the long bonnet to our exuberant proportions.
Reinvention begins where convention ends. In every era of our history, we’ve evolved – showing up differently while preserving our unmistakable marks of distinction, from the long bonnet to our exuberant proportions.
Shocking the World
When E-type landed at the 1961 Geneva Auto Show, the world stood back in awe. That long sculpted bonnet and unique bullet shape was a statement of intent. A rejection of convention.
When E-type landed at the 1961 Geneva Auto Show, the world stood back in awe. That long sculpted bonnet and unique bullet shape was a statement of intent. A rejection of convention.
Bold Expression
Jaguar is born from a legacy of exuberant colour. From our first car, SS1, to icons like E-type, Jaguar has turned heads and refused to blend in. This legacy continues with Type 00† – exuberant inside and out.
Jaguar is born from a legacy of exuberant colour. From our first car, SS1, to icons like E-type, Jaguar has turned heads and refused to blend in. This legacy continues with Type 00† – exuberant inside and out.
Stay inspired
This is just the beginning. Launch dates, events, and creative collaborations to your inbox.
†Jaguar Type 00 is a non-production vehicle