Transformation starts where comfort ends

The Jaguar brand is currently generating more talk than it has for a long time. At the centre of this is the comprehensive re-branding process, which is intended to lead the traditional company into a new era. While some are celebrating this as an inevitable step towards luxury electromobility, critics see it as the possible demise of the British automotive industry. But until 2026, when the first new Jaguar of this electric future is presented (the ‘Type 00’ design study, shown at Miami Art Week, is not included here), there is time to take a look back. At the beginning of the year, we are focussing on a model that is often overshadowed by the famous E-Type: the Jaguar XK-SS.

The roots of the XK-SS lie in the legendary 24 Hours of Le Mans. In the 1950s, Jaguar developed the D-Type with the clear aim of dominating this prestigious race - an endeavour that succeeded three times in a row. Thanks to its aerodynamic shape and superior performance, the D-Type was far ahead of its competitors.

However, Jaguar withdrew from racing in 1957. In order to make good use of the remaining D-Type chassis, the idea was born to build a road-going version of the racing car - and the Jaguar XK-SS was born.

The original plan was to build 25 units, which - like the Ferrari 250 California - were primarily intended for the American market. However, a devastating fire at the Jaguar factory destroyed nine of the chassis, meaning that only 16 vehicles were built. It was not until 2016 that Jaguar announced that it would reconstruct the lost nine vehicles as so-called ‘continuation models’ and sell them to selected collectors. This step followed the success of the reconstructed E-Type ‘Lightweight’.

The exclusivity of the XK-SS is undeniable, but its status as a legend is also thanks to prominent owners: Steve McQueen, for example. The actor called an XK-SS in ‘British Racing Green’ his own and gave it the nickname ‘Green Rat’.

On 2 November 2024, RM Sotheby's in London offered one of only two existing XK-SSs with an XKD chassis number for auction. However, the vehicle did not achieve the expected estimate range of ￡9 million to ￡11 million, as the highest bid was ￡8 million. By comparison, another example realised 13.2 million US dollars at auction in August 2023. The difference reflects the current market cycle rather than the value of the car.

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The parallel to the transformation of Jaguar

The XK-SS, once born out of necessity, has evolved into one of the most exclusive automotive icons. This history offers a remarkable comparison to Jaguar's current transformation. It remains to be seen whether people will look back on the new electric era with the same favour in 50 years' time as they do on the XK-SS or the E-Type today. One thing is certain, however: without the courage to change, neither the XK-SS nor the E-Type would ever have been created.

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Electric cars as collector's items: A sceptical perspective

Despite the optimistic view of Jaguar's future for some, scepticism remains appropriate, particularly with regard to the collectability of electric cars. For several reasons, it seems questionable whether they can ever achieve the emotional appeal of classic vehicles with combustion engines.

Firstly, electric vehicles are essentially software on four wheels. The question of who will be responsible for maintaining this software in 10 to 20 years' time remains unanswered. Secondly, many electric vehicles lack the emotionality that is a key driver for collectors. The parallel with the watch industry is instructive here: mechanical watches are collected, but not quartz watches. About 40 years ago, quartz watches seemed to be replacing mechanical watches, but today the latter are more popular and, above all, more valuable than ever.

Whether Jaguar will write a similar success story with its electric transformation remains to be seen. But one thing is certain: the brand has already proven on several occasions that it is able to draw strength from change. ‘What the caterpillar calls the end of the world, the rest of the world calls a butterfly.’ (Lao Tzu, legendary Chinese philosopher, said to have lived in the 6th century BC).