New era
ORIGINS
ORIGINS

Original then. Original now.

Jaguar has always stood apart through fearless design, expressive craft and an instinct to challenge convention. A copy of nothing.

Origins is a journey into the DNA that shaped Jaguar: the colours, the character, the attitude. Each chapter reveals how our past continues to inform the future - not as nostalgia, but as a living design code.

When originality is in your DNA, it’s there for good.

The Spirit of Reinvention

The Spirit of Reinvention

Reinvention begins where convention ends. In every era of our history, we’ve evolved – showing up differently while preserving our unmistakable marks of distinction, from the long bonnet to our exuberant proportions.
Shocking the World

Shocking the World

When E-type landed at the 1961 Geneva Auto Show, the world stood back in awe. That long sculpted bonnet and unique bullet shape was a statement of intent. A rejection of convention.
Bold Expression

Bold Expression

Jaguar is born from a legacy of exuberant colour. From our first car, SS1, to icons like E-type, Jaguar has turned heads and refused to blend in. This legacy continues with Type 00† – exuberant inside and out.

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Jaguar Type 00

Jaguar Type 00

Future. Vision.
Future Jaguar Symbol

The new era

Delete ordinary. Go bold. Copy nothing.

†Jaguar Type 00 is a non-production vehicle

Jaguar Land Rover Limited: Registered office: Abbey Road, Whitley, Coventry CV3 4LF. Registered in England No: 1672070 The figures provided are as a result of official manufacturer's tests in accordance with EU legislation. A vehicle's actual fuel consumption may differ from that achieved in such tests and these figures are for comparative purposes only. The information, specification, prices and colours on this website may vary from market to market and are subject to change without notice. Please contact your local dealer for local availability and prices.

Important note on imagery & specification. The global shortage of semiconductors is currently affecting vehicle build specifications, option availability, and build timings. This is a very dynamic situation, and as a result imagery used within the website at present may not fully reflect current specifications for features, options, trim and colour schemes. Please consult your Retailer who will be able to confirm any current restrictions with you in order to allow an informed choice.