As it celebrates ninety years of name-bearing automotive history, Jaguar stages a powerful visual conversation between two defining moments in its story. In London, the birthplace of the brand’s identity, the original SS Jaguar appears alongside the bold new Type 00, uniting the beginning and the becoming of Jaguar through a shared philosophy of originality.
First launched in 1935, the SS Jaguar introduced a name that would soon stand alone as a symbol of British automotive elegance and ambition. At a time when most vehicles favoured upright formality and restraint, the SS Jaguar broke convention with its low roofline, elongated bonnet, and flowing proportions. It signalled a decisive shift away from the ordinary, setting the tone for everything the marque would become.
Nearly nine decades later, Type 00 emerges as a contemporary provocation. More than a concept, it represents Jaguar’s renewed creative intent—fearless, expressive, and unapologetically different. With exaggerated proportions and sculptural surfaces, Type 00 challenges expectations of what a luxury GT can be, much as the SS Jaguar once did in its own era.
The pairing of these two cars underscores a single, enduring ethos: “Copy Nothing.” Though separated by time, technology, and context, both vehicles reflect a refusal to follow trends. Instead, they assert individuality through design that prioritises emotion, proportion, and presence over conformity or nostalgia.
Marking the anniversary, Jaguar introduces ‘London Red’—a bespoke colour created specifically for Type 00. Inspired by the city’s architectural heritage and cultural symbolism, the hue reflects redbrick Victorian façades, gallery walls that amplify art, and iconic elements woven into London’s visual identity. The result is a colour that feels both rooted and radical, paying tribute to place while signalling evolution.
This anniversary moment sits within a broader continuum of Jaguar icons. From the XK120 that shattered speed records, to the E-Type that redefined automotive beauty, and later expressions that fused luxury with performance, Jaguar’s history is defined by vehicles that refused to blend in. Each era has produced a statement—never repetitive, never derivative.
As Jaguar looks ahead to its next chapter, the meeting of the SS Jaguar and Type 00 serves as both reflection and preview. It honours the courage that gave birth to the brand while reaffirming its commitment to bold creativity in the years to come. Ninety years on, Jaguar remains defined not by what it follows, but by what it dares to imagine next.
