"GOOD DESIGN IS ABOUT PUSHING THE
BOUNDARIES OF PHYSICS"
- Ian Callum, Design Director, Jaguar Cars
At Jaguar, we push the boundaries of what is possible whenever we can. A spirit inspired by our founder, Sir William Lyons.
90 years ago he insisted that every car the company produced combined performance and beauty like no other.
His uncompromising vision set new benchmarks that we still live by today.
IAN CALLUM, DESIGN DIRECTOR, JAGUAR CARS
A student of industrial and automotive design, Ian Callum went on to work with various car manufacturers before heading up the team at Jaguar. His many accolades include five honorary doctorates and being named as a Royal Designer for Industry by the RSA.
F-TYPE WINS WORLD CAR DESIGN AWARD
Since joining in 1999, our Design Director, Ian Callum has brought an inspiring set of values to the creation of our new cars - “beauty of line and purity of form”. This approach may explain why Ian received an award for automotive interior design and the F-TYPE was a World Car Design winner.
PERFORMANCE AND BEAUTY
A lightweight aluminum structure with high torsional rigidity is the ideal platform for F-TYPE and XJ- as both are designed to deliver sports car performance. Aluminum construction is fundamental to the way these cars perform, handle and feel. But also how they look. Aluminum allows our designers to create lines that mirror those from their initial sketches.
COMFORT AND THEATRE
Ian Callum explains Jaguar’s approach to the cars’ interiors: "We set out to create interior environments that not only work well, but create a sense of theatre and occasion.”
Details like deployable door handles that invite you inside, a shifter that rises to greet you, and active center air vents that awaken as the engine does, make every driving experience a dramatic one – before the pedal is even pushed.
DEPLOYABLE DOOR HANDLES
ACTIVE AIR VENTS
NOT JUST ANY WOOD
We use sustainable veneers, which are hand-polished using age-old traditions, coupled with the very latest techniques to create some of the finest trims in the world.
And while that strip of elegant wood on the fascia may look like a solid piece, it is in fact a mirror-finish wood veneer mounted on aluminum or composite sub-structures for weight saving and durability.
Yes, you read that correctly. Emu feathers are essential because they are the only fiber capable of holding an electrostatic charge long enough to pick-up every last piece of dust on a bare bodyshell before it enters the paint booth at Jaguar’s Castle Bromwich assembly plant in the UK. Though emu feathers are hugely-expensive, you can’t put a price on an absolutely flawless paint finish.
FROM LYONS TO JAGUAR
In 1922, a gentleman named William Lyons founded the Swallow Sidecar Company. A few years later, he built his first car, the SS1. Then in 1935, he introduced a breakthrough – the SS Jaguar – and a star was born. His company quickly became famous with the Jaguar line, which were both visually stunning and technically ground-breaking. The C-type, D-Type and E-Type models paved the way for the current models. The rest, as they say, is history.
1937 – SS Jaguar 2½ Liter Saloon
The Jaguar name was introduced based on the stylish Saloon models, which featured four doors for the first time. The thought was that the cars were revolutionized so the company name should be also.
1948 – XK120
Designed by founder Sir William Lyons, the Jaguar XK120 was an instant sensation. Reaching speeds of 133 mph, the XK120 became the world’s fastest production car.
1951 – C-Type
The beautiful, sleek C-Type was inspired by the principles of aerodynamics. Originally named the XK120C, the C-Type boasted a 25% reduction in weight from the XK120, and was declared a success at its debut in Le Mans by placing 1st in the coveted 24-hour race.
1954 – D-Type
One of the first vehicles to feature a monocoque body structure, the Jaguar D-Type is considered one of the most beautiful cars in racing history. With a unique stable wing designed by Malcolm Sayers, the D-Type took home first place at Le Mans 3 years in a row, most notably in 1957 when it won five of the top six places, including 1st, 2nd and 3rd.
1961 – E-Type
Considered one of the most beautiful cars of all time, the iconic E-Type caused a sensation when introduced at the Geneva Motor Show. Touted by Enzo Ferrari as "the most beautiful car ever made," the E-Type’s sleek design exudes timeless elegance, strength and beauty.