Are Jaguar Cars Still a British Brand?

Jaguar is a British luxury vehicle brand, owned by Tata Motors, one of the largest automotive manufacturers in the world.

Jaguar Land Rover has been a wholly owned subsidiary of Tata Motors since 2008. Two brands. Two distinct personalities. Both connected by the elements of quality and sustainability that underpin Jaguar Land Rover's future of modern luxury by design.

Since the first Jaguar car was produced in 1935, Jaguar have pushed the boundaries of what is possible, inspired by founder, Sir William Lyons. He insisted that every car the company produced combined performance and beauty like no other. His uncompromising vision set new benchmarks that Jaguar still live by. The Jaguar DNA is instantly recognisable across the range – there is an unmistakable purity of line that runs through all models. Agile and powerful; sleek and seductive; confident and instinctive: all these qualities are reflected in each car. 

As a company, Jaguar are proud of their role in the global and British economies – creating thousands of jobs while pursuing automotive excellence in the UK and around the world. With a deep commitment to our founding principles, Jaguar will remain at the forefront of the luxury automotive industry for years to come.

Built in Britian

Jaguar cars are built on our state-of-the-art production lines at Castle Bromwich. It’s a place of awe-inspiring craftsmanship, where hundreds of hi-tech robots and multi-million-pound machines operate in perfect synchronisation alongside thousands of highly skilled workers. And it’s up to Grant McPherson, Director of Operations, to make sure each car is perfect.

"Jaguar has always stood for engineering excellence and beautiful design," says Grant, "our role is to deliver the team's design intention, every time with every car. It’s our job to achieve a strict specification, and for me, quality is the ability to repeatedly achieve that specification. It’s that attention to detail that we instil here. We’re building luxury cars."

Your unique Jaguar, made to order

Every Jaguar is made to order so every car on the production line already has an owner waiting for it. And it’s this fact that underpins the handcrafted nature of Jaguar’s incredible manufacturing process. "It’s about surprise and delight," Grant says. "I want every driver to get into their new Jaguar for the first time and for it to be a wonderful experience. We want to exceed customers’ expectations. Jaguar has fantastic products with iconic designs, and we are serious about our disciplines."

Buy your Jaguar online with Rockar.

End-to-End Quality

In practical terms, this attention to detail means that every car is constantly scrutinised as it makes its journey through the plant. During the production of each XJ, for example – from its beginning as a sheet of aluminium to the moment it rolls off the final assembly line as a luxury vehicle – it will undergo thousands of precision process and quality checks. On the rare occasion a car is not perfect at the end of a process, it does not continue until the problem has been remedied, checked, double-checked, and deemed perfect.

"It’s all about keeping everybody totally focused on what it is that we’re doing here. We’re building premium cars," says Grant. "We’re building Jaguar's." At the end of the process, dedicated inspectors then pore over every car, checking everything works, that there is no damage, and that each car has been built to a Jaguar level of excellence.

Special Vehicle Operations

Even the Special Vehicle Operations is based in Britain, the £20m Technical Centre is located in Warwickshire, England. This specialist manufacturing facility is Jaguar Land Rover’s Centre of Excellence and home to a team of 200 automotive specialists. SVO’s 20,000m2 headquarters has over 40 engineering inspection bays and a world‑class paint facility.

Where they create ​stunning performance, unsurpassed luxury, and cutting-edge technology. Special Vehicle Operations showcases the very best of Jaguar with a range of exclusive SV-badged halo models, limited-run collectors’ editions, and uniquely engineered projects.​ As the benchmark in vehicle personalisation, Special Vehicle Operations is also home to a suite of commissioning services offering an extended range of tailored vehicle finishes from the SV Premium Palette and SV Bespoke ranges.

Learn more about SVR and Rockar.

The Art of Performance

Life. It’s not about figures. It’s about feelings. The moments that feed your soul. The occasions that take your breath away. The instances that leave you speechless. These are the moments we live for. That’s why the designers and engineers at Jaguar develop a blend of responsive performance that gets your pulse racing, dramatic design that makes you stop and stare and a sense of theatre that stirs your emotions.

Jaguar cars are a manifestation of passion. Performance that cannot be measured, only felt. That’s why they call it art. Buy your Jaguar online today.

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