Submitted by: William Z. Piker

The automotive emblem of Jaguar summarizes it all in one breath. Among the greatest of British cars and automobiles the Jaguar and Jaguar automotive brand has always been held in the highest of regards by automotive enthusiasts. There is something so special about this product from Coventry in the British Isles that cannot be explained by mere words or statistics. It is a car that combines in one shot both high performance with graceful yet traditional craftsmanship, all supported by a deep heritage that extends all the way back in automobile history to the 1920s themselves. No wonder then that the veritable Ford Motor Company itself took a most keen interest when in the late 1980 s Jaguar became a ripe target for a takeover bid.

In many ways the Austin Swallow Seven, the really first four wheeled product of Jaguar s founder Sir William Lyons, offered customers and motorists the very same basic and solid virtues of the Jaguar of today s roads. Then and now the Jaguar motorcar offered style and individuality at a somewhat but within a reasonable luxury price region. Since 1927 however performance has been the added ingredient. Automotive performance has been the sugar cube on top, the added boost to the equation since the first Jaguar models range of the 1930 s continuing onwards through the sedans and the sports cars of the era of the 1950 and 1960 s. Working forward in time spans the XJ-S V12 delivered hearty 150 + speeds ( equivalent to over 240 km / hour) , while the fabulous V6 XJ220 provided the very lucky few privileged owners and drivers more than truly devastating performance on the road or track not unlike true racing cars of yore. Yet glancing backwards in time to XK 120 had the same statements and claims made about it only it was the year of 1948.

Starting simply as a back street sidecar builder to the internationally acclaimed and recognized automobile and motor manufacturer it became had a great deal to do with the racing successes and victories which inked the Jaguar name deeply into the hearts and minds of motorists and auto racing and rally enthusiasts worldwide around the globe.

True Jaguar itself may be a basically British based manufacturer of automobiles, in these days of international car trade, where BMWs may be made in the southern US states, and you never know where the components or parts of components in your new vehicle originated or were assembled. Indeed Jaguar to its credit is not a generic run of the mill; they all look the same type of car with everyone else s made anywhere parts, components and motors. Yet even though a British automotive product the US auto sales market early on became of vital crucial importance to Jaguar and the Jaguar Company and its executives early on. Thus more than a basic ordinary and indeed a most unique relationship has grown and indeed evolved between the company and American Jaguar lovers and enthusiasts. It was not a simple one way lets export our product over their to keep sales figures and profits up but a rather symbiotic relationship with real two way communication and appreciation of their American customers and their unique needs and driving concerns and preferences that makes this unique in the annals of the auto trade and automotive marketing.

There is no doubt about it the name and the vehicles of Jaguar are unique and more than memorable to anyone who has owned , driven or even sat in one .

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