Design is at the heart of Jaguar - a classic British brand. But while it may be an iconic brand, it wasn’t necessarily a cool one until it changed its design philosophy.
At the turn of the Millennium the British marque was still doing what it did best: turning out high-spec luxury cars aimed at sophisticated consumers. Its contemporary cars were a tribute to the brand’s great design classics of the 50s and 60s - the XJ, Mark 2 and E-Types - but by treading old ground they lacked the inventiveness and modernity that made the originals so successful.
Jaguar’s Advanced Design Studio grabbed the nettle to change that and exterior designer Adam Hatton and interior designer Mark Phillips recently caught up with The Drum to explain the new design ethos.
“When you analyse those great Jaguars you find they all had a good stance, beautiful lines, great proportions, clear, pure surfaces - and they were also all very modern,” says Hatton.
“When we compared them to their competition at the time they were by far the most modern cars on the road. But they were so successful that for 40 years most of the Jaguars that followed were emulating them in terms of making them look like them.”