BRAND STORY #3: JAGUAR & THE ART OF PERFORMANCE IN THE AUTOMOBILE INDUSTRY
First off, I had a ridiculous story that I want to share, about a conversation I had with my mom.?
She brought up that someone we know just bought a new Jaguar.
And I reacted by saying, “Oh? Isn’t that illegal? Does it roam around the house or caged?”?
My mom looked confused until I found out that she was talking about the vehicle, NOT the mammal...
That's on me, my bad.
...
The automobile industry is a whole different business game, I wouldn't consider myself a car enthusiast, but I do enjoy a good business story.
So I figured I might take the challenge and see the humble beginning of how this world-class, British luxury vehicle brand started.
BRAND STORY #3: JAGUAR CARS LIMITED (Formerly Known as Swallow Sidecars)
WHERE: Blackpool, United Kingdom
FOUNDED: WILLIAM LYONS & WILLIAM WALMSLEY?
YEAR: 1922
TO HUMBLE BEGINNINGS: "TO REALISE ITS UNIQUE POTENTIAL"
20-year-old, William Lyons was a son of an Irish Immigrant and a mom whose family owns a mill, they also had a musical instrument shop in Blackpool.
He didn’t have much, but he eventually managed to get an engineering job at an automobile manufacturer called, Crossley Motors -- This automobile manufacturer produced cars, buses, goods and military vehicles from 1913 to 1945.?
After which, he left Crossley in 1919 to work as a salesman at Sunbeam, another automobile dealer in Blackpool.
Lyons both had the technical know-how as he managed to get an apprenticeship for Crossley; yet get a salesmanship skill because of his job position at Sunbeam.
Both in the automobile industry.
I do enjoy a good story foreshadowing...
His professional experience sharpened before he even found out about his friend’s sidecar crafting.
Lyons gave an interesting perspective, and a vision to bring the potential of Jaguar Land Rover (Formerly Known as Swallow Sidecars) to life.
It was a calculated risk, and Lyons had the guts and enthusiasm to turn it into reality.
Photo: 1923 Walmsley & Lyons King Edward Avenue Blackpool
THE COURAGE TO LEAD JAGUAR'S FIRST VISION
Leader's lead. Visionaries lead ... and Lyons had the vision to bring this revolutionary idea to the world.
Walmsley, on the other hand, focused on improving the engineering performance of the vehicles.
Lyons saw the need to market the brand effectively where the right people can see it.
Yet he was very concerned with how he wanted to present and position this product.?
He didn't want to market it as generic, in fact, he was aiming to introduce the brand to a wider market in London.
He also has a good eye for spotting a gap in the market ...
Once William Lyons had spotted the gap in the market for a competitively-priced sports saloon and in his usual manner had filled that gap with a good-looking car at an excellent price.
He was trying to create something that looked sensational but didn't cost all that much.
BUT
In order to market his vehicle, he wanted to present his 300-pound cars as if they were thousand-pound cars.
HE IS PAINTING JAGUAR AS A LUXURY MUST-HAVE
Another of his marketing tactic was to put a personal touch on his marketing strategy.
Which, after the war, Lyons became very concerned with how he wanted to market the vehicle. So, for a personal touch, he produced an exact replica of his pre-war catalogue at 1/10 size.
Lyons was way ahead of his time, even the manner of his enthusiasm to turn this vision into reality ... and his approach to market the vehicles are also different.
Lyons had designed a new car that would carry the name into the mainstream of motor manufacturing.??
He took a calculated risk and produced a good-looking sports saloon at a very keen price – profits were small – but he knew that once SS was established it would lead to bigger and better models.??
How right he was.??
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Just four years later he produced the first SS Jaguar range, which included the SS 100 -- Just four years, he pulled it off.
William Lyons had a vision, he knew what he wanted.
And he set out to make that vision come true.?
AND THAT IS WHAT SHAPED THIS LUXURY CAR BRAND THAT WE KNOW OF TODAY …?A VISION THAT IS CARRIED OUT ?TO THE FUTURE
Now, Jaguar Land Rover’s strategic vision is carried out by Thierry Bolloré.?
He said, “Our vision is clear… to become the creator of the world’s most desirable luxury vehicles and services for the most discerning of customers.”?
His plan aims to reinvent sustainable modern luxury.?
To have Jaguar Land Rover become a 100% electric brand from 2025
And to have six 100% electric models.?
By 2039, have Jaguar’s Land Rover a zero carbon target.?
...
The Jaguar brand, (Formerly Known as Swallow Sidecars) has come a long way since it was founded in the early 1920s.?
Now, in the 21st century, the brand has merged with different car manufacturers just to survive the long-term business game …
Currently, Jaguar Land Rover has been a wholly-owned subsidiary of?Tata Motors
Two brands. Two distinct personalities.?
Both are connected by the elements of quality and sustainability that underpin Jaguar Land Rover's future of modern luxury by design.
They are carrying out a vision, regardless of who the leaders are.?
Whether 1920’s William Lyons and William Walmsley
Or 2021’s Jaguar Land Rover’s CEO, Thierry Bolloré …?
“REINVENTING SUSTAINABLE MODERN LUXURY”
FROM THE SIMPLE IDEA OF … TURNING ARMY SCRAPS INTO SIDECARS?
True to their roots … An advocate of Sustainable Modern Luxury.?
Jaguar started out as turning army scraps into sidecars (Sustainability)
The Sidecars were stylish and luxurious-looking compared to the generic-looking sidecars of their time (Modern Look and Luxury)?
THAT TURNED INTO … THE LUXURY VEHICLE BRAND THAT WE KNOW OF TODAY
This car gives that sense of heritage and a legacy of elegance to whoever owns it.?
Prestige, glamour. A true ultimate British luxury machine.
The strong vision was carried out by 20-year-old William Lyons and eventually carried out by different leaders, CEO, and manufacturer who believes in the same Vision.
Lyons had the enthusiasm to bring a product out there to the world ...
A revolutionary idea that can be of great use to people.
He did all he could to make it happen, convinced the right people to help him, and found gaps that can lead to opportunities to help him succeed.
I know, I know ... It’s more complicated than that, but in totality, it’s a great reflection for us too …
EVERYONE FEELS THE SAME (Trust me~)
It’s just that, how persistent are you that your vision is something that people should hear more about??
How dedicated are you to this vision, that you are willing to take all responsibility and consequences to make it work?
To make it happen??
And it all starts with having just one simple idea ...
Yes, just one and focus and build a vision around that.?Eventually, the vision will turn into reality and later on, your own personal legacy.
Above & Beyond,?
[For more in-depth story about the brand, read here: https://www.jaguarheritage.com/jaguar-history/jaguar-people/william-lyons/ ]?