Abstract
When William Lyons and William Walmsley went into partnership to create the Swallow motorcycle side-car company in Blackpool in the north west of England in 1922, no one could have foreseen the ambition and drive that would lead Lyons to develop and lead one of the most influential and prestigious car companies in the world.
Jaguar is going back to its roots to capture the essence of the brand by building beautiful fast lightweight cars that fully represent the ideals of its founder Sir William Lyons, who once remarked that “the car is the closest we come to making something that is alive”
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© 2003 Betriebswirtschaftlicher Verlag Dr. Th. Gabler / GWV Fachverlage GmbH, Wiesbaden
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Dover, R.A.B., Nickel, O., Gock, U. (2003). Jaguar Cars. In: Gottschalk, B., Kalmbach, R.G. (eds) Markenmanagement in der Automobilindustrie. Gabler Verlag. https://doi.org/10.1007/978-3-322-92081-2_13
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DOI: https://doi.org/10.1007/978-3-322-92081-2_13
Publisher Name: Gabler Verlag
Print ISBN: 978-3-322-92082-9
Online ISBN: 978-3-322-92081-2
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