Full Details of the Jaguar Heritage Challenge Race Series Announced

Our Heritage

Our customers are at the heart of everything we do. Whether going Above and Beyond with Land Rover, or being Fearlessly Creative with Jaguar, we will always deliver experiences that people will love, for life.


The origins of Jaguar can be traced back to 1922, with the Swallow Sidecar Company.

Since the first Jaguar car was produced in 1935, we have pushed the boundaries of what is possible, inspired by our founder, Sir William Lyons. In 1948 the legendary XK120 was launched, the ‘120’ refers to the car’s top speed, making it the world’s fastest production car.

Jaguar was the creator of the world’s first disc brake. Our history of disc brake development with Dunlop dates back to the winning 1953 Le Mans race, where Jaguar made the C-Type lighter and fitted improved disc brakes.

In 1961, Jaguar launched what became the most beautiful and iconic sports car of all time, the E-Type.

The Jaguar DNA is instantly recognisable across our range – there is an unmistakable purity of line that runs through all of our models. Agile and powerful; sleek and seductive; confident and instinctive: all these qualities are reflected in our cars. 

Land Rover

First debuting at the Amsterdam Motor Show in 1948, Land Rover is the story of the utility vehicle that defined the world’s favourite 4x4 and pushed the boundaries of exploration. The brand connects people who have a passion for adventure with the purposeful innovation that characterises our family of vehicles.

Today’s models trace their roots back to the original Series I Land Rover conceived by the Wilks brothers. Land Rovers have become some of the world’s most iconic vehicles – carrying essential relief in emergencies and disasters, and being at the heart of epic adventures.

Land Rover vehicles are designed for adventure – and few expeditions are more adventurous than the Dakar Rally. It was appropriate that the first car home in the inaugural Paris-Dakar Rally, back in 1979, was a Range Rover.