On the 4th of September 1922 motorcycle enthusiasts William Lyons and William Walmsley they combined their name and their portfolio to found a sidecar company, the Swallow Sidecar Company. The British market was thriving with regard to the sale of motorcycles and sidecars, so the Blackpool company was able to advertise itself immediately, obtaining a strong commercial interest in return. In a short time their business grew in a bubbly way, to the point of leading them to buy a new warehouse, much larger than the initial workshop, to expand permanently.
The two initially had no intention of entering the automotive world. However, with the new structure, they gradually began to offer repairs to the four wheels as well, as well as repainting and interior work. As they say, what comes from what: and in their case the skill in the workmanship even led to obtaining orders to create tailor-made car bodies.
In May 1927, the award-winning firm William Walmsley & Williams Lyon drew the lines of the Austin 7 Swallow: it was their first car to be sold in large quantities, giving them considerable popularity. The specialty of the Swallow Sidecar Company was to put together cars with two body tones. They produced about 3,500 until 1932.
In 1933 Walmsley decided to sell his shares in Lyons, and as the new owner, no longer supported, he changed the name of the company. SS Cars Limited started its business on the basis of previous experience, and in 1935 an exotic name appeared for the first time alongside one of the bodies produced: Jaguar.
The denomination was very popular. It did not take long to convince shareholders, after the end of World War II, to change the company name to ‘Jaguar Cars Limited’. President William Lyons then declared: “Unlike the SS the Jaguar name is distinctive and cannot be linked or confused with any similar foreign name“. From a sidecar to the Type E: it is the magic of the primordial era of the automobile.