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ALIVE DESIGN

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.



A student of industrial and automotive design, Ian Callum went on to work with various car manufacturers before heading up the team at Jaguar. His many accolades include five honorary doctorates and being named as a Royal Designer for Industry by the RSA.

F-TYPE WINS WORLD CAR DESIGN AWARD

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”. This approach may explain why Ian received an award for automotive interior design and the F-TYPE was a World Car Design winner.

Explore F-TYPE Design

COMFORT AND THEATRE

Ian Callum explains Jaguar’s approach to the cars’ interiors: "We set out to create interior environments that not only work well, but create a sense of theatre and occasion. I am very proud of my team, having achieved this with such conviction and clarity in all of our current products."

Explore XJ interior Explore F-TYPE interior Explore XK interior Explore XF interior

PROJECT 7

Ian Callum led a small team at Jaguar Design who - with great enthusiasm - conceived and produced the single-seater sports car codenamed ‘Project 7’. As he says, “this is Jaguar in its purest form, the shape, the colour, everything. A car for one person to enjoy, driving fast; it’s fun.”

FILMED ON CLOSED ROADS WITH A PROFESSIONAL DRIVER. DO NOT ATTEMPT. ALWAYS OBEY LOCAL SPEED LIMITS.

PERFORMANCE AND BEAUTY

A lightweight aluminium structure with high torsional rigidity is the ideal platform for F-TYPE and XJR - as both are designed to deliver sports car performance. Aluminium contruction is fundamental to the way these cars perform, handle and feel. But also how they look. Aluminium allows our designers to create those lines from their initial sketches.