Jaguar marked a big birthday in London this week, and instead of going loud, the brand kept the scene simple. Outside The Chancery Rosewood, two cars sat together like old friends who finally crossed paths again: the original 1935 SS Jaguar and the new Type 00 design study. The pairing told the whole story without needing much explanation.

Where It All Started

The SS Jaguar is the moment the company’s name appeared for the first time. In the mid-30s, most cars still looked upright and formal. This one didn’t. It had a long hood, a sleeker stance, and a shape that made it clear the brand wanted to push design forward. Even today, it feels confident rather than nostalgic.

SS Jaguar outside the Chancery Rosewood. Photo courtesy of Jaguar
SS Jaguar outside The Chancery Rosewood London. Photo courtesy of Jaguar

Where Jaguar Wants to Go Next

Type 00 is the opposite bookend. It hints at the proportions and presence the company plans to bring to a new luxury GT due out next year. No retro gestures. No winks. Just clean surfaces and a look that aims for modern luxury instead of repetition.

Jaguar’s Managing Director Rawdon Glover summed up the moment by saying, “Jaguar has always been a pioneer of originality, defined by design excellence and a fearless, forward-thinking spirit.” He added, “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.”

Jaguar Type 00 outside the Chancery Rosewood. photo courtesy of Jaguar
Jaguar Type 00 outside The Chancery Rosewood London. photo courtesy of Jaguar

The Color Made for the Moment

One detail drew a lot of attention. Type 00 wore a one-off paint shade called London Red. Jaguar’s materials team created it specifically for the anniversary and pulled inspiration from the city’s redbrick buildings and familiar cultural markers. In person, the color shifts slightly with the light, which adds a nice sense of depth to the design study’s sculpted surfaces.

Ninety Years Apart, Same Attitude

Seen together, the cars almost read like a before and after of the same idea. The SS Jaguar introduced a spirit of originality. Type 00 shows what that spirit looks like today. Ninety years in, Jaguar isn’t trying to recreate its past. It’s trying to stay true to the mindset that made the brand interesting in the first place.

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