Jaguar Birth History: 1922 - 1932

To trace the birth of Jaguar history, one is to go back to the northern seaside town of Blackpool. where a young motorcycle enthusiast by the name of Bill Lyons, not yet 21 years of age, met William Walmsley, who was building a rather stylish sidecar which he was attaching to reconditioned motor cycles.

Young Lyons immediately displayed the two traits that would be his greatest qualities for the next 50 years or so. His business acumen shrewdly espied a good commercial opportunity and his eye for style appreciated the attractive appearance of these normally mundane creations. He felt there was great potential if the activity could be organised along business lines and production increased to make the operation viable.

As soon as William Lyons came of age, the Swallow Sidecar Company was formed in September 1922, with a bank overdraft of £1,000. After humble premises with two floors were obtained in Blackpool and, with a handful of employees, production was commenced. That was the start in Jaguar history!

Young Arthur Whittaker was taken on to help with sales but proved better at buying. Pioneering the use of aluminium, Jaguar introduced to the market the very stylish sidecars were immediately popular and production expanded rapidly.

Then in 1927 Herbert Austin introduced his baby car, the famous Austin Seven. Intended to bring motoring to the masses, the tiny Seven model was cheap, easy to drive and reliable automobile, but lacked individuality like many other first cars. Lyons saw another opportunity. He created more stylish two-seater body which was mounted on the Austin Seven chassis. An order for 500 was obtained from one of the main London garages and production commenced.

It was the beginning of long and fruitful relationship between Lyons and Bertie Henly, who operated Henlys, one of the country's leading garages. At £175, or £185 with a hinged hardtop, the splendid little Austin Seven Swallow proved highly popular and the company introduced a Swallow body for the larger Morris Cowley chassis.

The range then increased significantly with the introduction of the Austin Seven Swallow Saloon in late 1928. Such features as the polished radiator cowl and Ladies Companion Set elevated the Swallows above the average. When sales of the cars and sidecars proved definite increase, the company decided to move to the Midlands, traditional heartland of the British motor industry marking essential move in its history.

The annual London Motor Show of 1929 was marked by three new Swallow models appearing at once for the first time. These were based on the Fiat Tipo 509A, the Swift Ten and Standard Big Nine. Most important of these was the Standard model for it was the beginning of a significant trend in company history. The Standard Swallow model was a rather larger saloon and sold for £245. Again the body style offered a ...