Jaguar has marked their 90th year with a design celebration featuring some of their most iconic GT and sports models, displayed as graphics at 91, Knightsbridge.
Jaguar icons now dominate the Knightsbridge storefront. The striking art display features four Jaguar originals: the SS Jaguar 2.5 Litre Saloon, XJ-S, E-type and Type 00 design vision concept.
Jaguar has even dressed the concept car up for the Christmas season, seen now dazzling in the festive hue of London Red, inspired by the enduring beauty of redbrick Victorian architecture in London.
From the SS Jaguar to the F‑TYPE, every era of Jaguar history has produced an icon that refused to blend in – XK120 set speed records, E‑type redefined beauty, XJ-S bridged luxury and performance, and F‑TYPE re-ignited sports car desire and this is a nice, artsy celebration of that – but perhaps it gives us an insight into a little more.
Jaguar’s major challenge as it moves upmarket to a higher price point will be satisfying the expectations of a different customer segment, something that its traditional dealer network might struggle to fulfil.
Type 00’s appearance in Knightsbridge perhaps offers a glimpse into how Jaguar will come to life from a retail point of view by utilising a select number of exclusive brand stores for clients around the world. These environments will need to present an immersive step into the world of Jaguar, embracing local culture and complemented by a wider global network of luxury retailers – this is what Jaguar promises to achieve with the rollout of new models, starting with their luxury performance GT arriving in 2027.
Type 00 in London Red will be on display from Friday, 12 December until the start of January 2026 at 91 Knightsbridge, London SW1X 7RB.
One Response
Very sad. I think Jaguar have lost the plot and lost a lot of faithful future customers.