Jaguar has marked its 90th anniversary with a symbolic meeting of past and future, showcasing the original SS Jaguar alongside the brand’s latest creation, Type 00, outside The Chancery Rosewood in London.
The venue’s blend of mid-century modernist design and contemporary British artistry was chosen to mirror Jaguar’s own design philosophy.
The pairing of the two vehicles — separated by nearly a century — highlights Jaguar’s longstanding tradition of challenging convention. The SS Jaguar, the first model to carry the name, played a pivotal role in establishing the brand’s identity, while Type 00 offers a bold reinterpretation of what a Jaguar represents today.
“Jaguar has always been a pioneer of originality—defined by design excellence and a fearless, forward-thinking spirit,” Jaguar Managing Director Rawdon Glover said.
“Ahead of the launch of our production vehicle next year it’s vital we continue to remind people of what makes Jaguar unique: being bold, unexpected, and unapologetically different. With Type 00, we’re challenging conventions in the automotive industry, just as the SS Jaguar did in its time.”
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The SS Jaguar embodied Sir William Lyons’ original philosophy: Copy Nothing.
Its low roofline, long bonnet and fluid proportions stood in stark contrast to the upright, utilitarian vehicles typical of early 20th-century Britain.
The model set new standards for elegance and performance, establishing Jaguar’s reputation for design leadership. Type 00 extends that legacy, described by Jaguar as a fearless statement and an object of desire. Its bold forms and dramatic proportions are intended to inspire future Jaguar models as the brand prepares for a new era.
Throughout its history, Jaguar has produced icons that redefined automotive design—from the record-setting XK120 and the universally admired E-Type, to the grand touring XJS and the modern F-Type. Each model reflected the company’s refusal to follow convention.
Jaguar’s latest expression of modern luxury is presented in a bespoke colour known as ‘London Red’. Inspired by the rich tones of Victorian redbrick architecture, deep gallery walls, and iconic London symbols such as crimson phone boxes and double-decker buses, the hue was crafted by Jaguar’s in-house materiality team as a tribute to timeless British artistry and bold design.