UK Volume 22 Superbrands UK Vol. 22 Jaguar has made dramatically beautiful luxury cars since 1935 , driven by its passion to make life more extraordinary for its customers. Jaguar vehicles are a manifestation of passion with performance that cannot be measured, only felt. That’s why Jaguar calls it art Market Jaguar’s heritage of elegant design and breath- taking performance has excited and delighted the world for over 80 years. Jaguar is proud of its role in the global and British economies – creating thousands of jobs while pursuing automotive excellence in the UK and around the world. Product Since the first Jaguar was produced in 1935, the company has pushed the boundaries of what is possible, inspired by its founder, Sir William Lyons. He insisted that every Jaguar vehicle combined performance and beauty like no other. His uncompromising vision set new benchmarks that the brand still lives by. Today’s world-class Jaguar model range comprises the XE & XF saloons and XF Sportbrake, F-TYPE sports car, F-PACE performance SUV, E-PACE compact performance SUV and all-electric performance SUV, I-PACE. The Jaguar DNA is instantly recognisable across the range – there is an unmistakable purity of line that runs through all Jaguar models. Agile and powerful; sleek and seductive; confident and instinctive: all these qualities are reflected in the brand’s cars. From 2025, Jaguar will become a pure electric, modern luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs, pioneering next-generation technologies. The journey towards electrification is underway with a range of mild and plug-in hybrid and full-electric models currently available. Achievements Jaguar is proud to lead the battery electric vehicle (BEV) market with its revolutionary I-PACE. Its critically acclaimed all-electric performance SUV has taken some of the industry’s most prestigious awards and leads the major expansion of the brand’s electrified models. In 2020, Jaguar introduced its first plug-in hybrid electric vehicle (PHEV) technology to its range, with new F-PACE and E-PACE models. Across the Jaguar Land Rover business, the reduction in its tailpipe CO 2 emissions is being accelerated. In FY2020/21, a 15% improvement on emissions, compared to its FY2019/20 performance was achieved. Jaguar’s decarbonisation progress also extends to its global manufacturing. Its facilities in the UK, Slovakia and Brazil are all 100% powered by renewable electricity and Jaguar generates more than 13 MW of solar electricity at its sites, globally. As Jaguar safeguards its future, it also celebrates its past. In 2021, Jaguar recognised the 60th anniversary of the unveiling of the Jaguar E-type, a launch story as rich as the car’s history that followed. In tribute to the original car’s success, the team at Jaguar Classic, who are dedicated to preserving and restoring the brand’s motoring heritage, created six limited edition ‘E-type 60 Collection’ matched pairs of restored E-types. Jaguar Classic also meticulously maintains and restores many legendary models from Jaguar’s past, and produces Continuation cars, made using contemporary techniques, of the E-type Lightweight, C-type, D-type and XKSS. Recent Developments Set against a canvas of true sustainability, Jaguar has become a more agile creator of the world’s most desirable luxury vehicles and services for the most discerning of customers. Sustainability that delivers a new benchmark in environmental and societal impact for the luxury sector is at the heart of Jaguar and is shaping its exciting future. By the middle of the decade, Jaguar aims to have undergone a renaissance to emerge as a pure electric luxury brand with a dramatically beautiful new portfolio of emotionally engaging designs and pioneering next-generation technologies. By 2030, it’s anticipated that 100% of Jaguar vehicles will be electric and that Jaguar Land Rover will achieve net zero carbon emissions across its supply chain, products and operations by 2039. Today, Jaguar exists to make life extraordinary and strives to leave its customers feeling unique and rewarded by creating dramatically beautiful automotive experiences. This will continue to be the brand’s philosophy as it reimagines its future. Jaguar has pledged that by 2025 all Jaguars will be electric DID YOU KNOW?