Jaguar : British luxury brand

History

Founded as the Swallow Sidecar Company in 1922, by two motorcycle enthusiasts, William Lyons and William Walmsley, the Jaguar name first appeared on a 2.5 Litre saloon in 1935. This name was given to the entire company when SS Cars Ltd was renamed Jaguar Cars Ltd after World War II because of the unfavourable connotations of the initials "SS" (from their use by the Schutzstaffel in Nazi Germany).

Jaguar merged with the British Motor Corporation (BMC), the Austin-Morris combine, to form British Motor Holdings (BMH) in 1966. After merger with Leyland and Rover, the resultant company then became British Leyland Motor Corporation (BLMC) in 1968. Financial difficulties and the publication of the Ryder Report led to effective nationalisation in 1975 and the company became British Leyland Ltd (BL).

In 1984, Jaguar was floated off as a separate company on the stock market - one of the Thatcher government's many privatisations. It took the Vanden Plas name with it. It was then taken over by Ford in 1989-1990. In 1999 it was made part of Ford's new Premier Automotive Group along with Aston Martin and Volvo Cars. Land Rover was added to the group in 2001 following its purchase from BMW. Recent reports speculate that Ford might sell off Jaguar in order to infuse much needed capital into its own operations. Since Ford purchased Jaguar in 1989 it has yet to earn a profit for the Dearborn-based automaker.

The company was originally located in Blackpool but moved to Coventry in 1928 to be at the heart of the British motor industry. Today, Jaguars are assembled at Castle Bromwich in Birmingham and Halewood in Liverpool. The historic Browns Lane plant closed as a vehicle assembly plant in 2005 leaving the XJ, XK and S-Type production at Castle Bromwich and the X-Type at Halewood.

Jaguar also owns the Daimler car company (not to be confused with Daimler-Benz), which it bought in 1960 from Birmingham Small Arms Company (BSA). Since the late 1960s, Daimler has been a brand name for Jaguar's most luxurious saloons.

Since Land Rover's 2002 purchase by Ford, it has been closely associated with Jaguar. In many countries they share a common sales and distribution network (including shared dealerships), and some models now share components and production facilities.

Jaguar Cars are 'by appointment' to HM The Queen and Prince Charles.

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