Jaguar celebrates 90 years of boldness, luxury and visionary design thinking

In London this week, two Jaguars stood side by side, summing up a century of design philosophy: the 1935 SS Jaguar, the very first model ever to carry the Jaguar name, and the Type 00, the newest design statement that marks the start of a completely new Jaguar era heading into 2026.

A historic meeting. Two cars, separated by nine decades, but united by one credo that has defined Jaguar since 1935: Copy Nothing.

Two eras, one philosophy

The SS Jaguar was a provocation at the time: a low roofline, a long bonnet, a silhouette that went beyond the functional designs of its era. It was the car with which Sir William Lyons built a brand that did not want to follow, but wanted to lead.

The Type 00 does exactly the same today.
Not as a tribute, but as a radical new chapter. Bold proportions, sculptural lines, a visual identity that deliberately breaks with everything the market expects.

The car is not a concept, but a signpost: a preview of Jaguar's first new production model, a luxurious electric GT launching in 2026.

London Red, a new colour that breathes a city

The Type 00's debut carries extra emotion thanks to a colour as iconic as Jaguar itself: London Red.

Inspired by:

• the deep red tones of Kensington's Victorian brick architecture

• the warm walls of London's art galleries

• the classic British red telephone boxes and double-decker buses

This shade was developed entirely in-house by Jaguar's materiality team, a modern tribute to a city that has always been the muse of British design.

From SS Jaguar to Type 00: 90 years of icons that rewrote the rules

Every generation has its milestone:

• XK120: the speed hero that put Jaguar on the map internationally

• E-Type: once described by Enzo Ferrari as “the most beautiful car ever built”

• XJS: a new interpretation of British grand touring elegance

• F-TYPE: the modern sports car heart of Jaguar

And now, Type 00, the sculptural statement shaping the next generation of Jaguars.

“Jaguar has always been a pioneer in originality.”

Rawdon Glover, Managing Director Jaguar, puts it perfectly:

“Ahead of our new production model, we are showing what makes Jaguar unique: bold, unexpected and uncompromisingly different. The Type 00 challenges convention, just as the SS Jaguar did 90 years ago.”

This meeting in London is therefore not a look back, it is an announcement. A preview. A promise that Jaguar will once again raise the bar in 2026.