How Alive Are You?

“The car is the closest thing we will ever create to something that is alive.” The words of Jaguar’s founder, Sir William Lyons, find further expression in Alive DNA. Combining the three strands of Technology, Performance and Design, our DNA is why every Jaguar feels so distinctive, so instinctive, and so alive.

Alive Design

Since joining in 1999, our Director of Design, Ian Callum has brought an inspiring set of values to the creation of our new cars - “beauty of line and purity of form”.

Alive Design is about pushing the boundaries of what is possible, inspired by our founder, Sir William Lyons. 90 years ago he insisted that every car the company produced combined performance and beauty like no other. His uncompromising vision set new benchmarks that we live by now.


Alive Performance

Alive Performance generates an unrivalled driving experience that feels responsive and instinctive every second of every journey.

It is constantly evolving for greater power, efficiency and refinement, making our cars more reactive and providing seamless feedback to the driver.


Alive Innovation

Every Jaguar is created to feel alive. So every innovation and technology in a Jaguar is developed to create a driving experience that always feels instinctive. It's the guiding principle behind the technology in our cars today and the innovations we are making in our cars of the future. It’s why every Jaguar feels so distinctive, so instinctive, and so alive.

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