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WHY JAGUAR

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"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

F-TYPE Vents Down
F-TYPE Vents Up

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.

"…the F-TYPE raises the bar in excitement and experience with stunning design, beautiful interiors and a range of outspoken supercharged engines that make it rain power.”

- Gear Patrol, March 2014