In the intervening ninety years, a fascinating metamorphosis has taken place.  From humble beginnings producing aluminium bodied sidecars for motorcycles, the company has grown to become a manufacturer of class-leading luxury sports and saloon cars that are sold throughout the world.  

Along the way, the history books contain an astonishing list of iconic products, motorsport successes, design and technical innovations.  From SS100 to E-type, Mark V to XJ, Mark ll to XF, Le Mans to Daytona, monocoque to disc brake – the list goes on and on.  However, all these achievements have something in common: they were made possible by the vision and drive of one man – William Lyons.

To celebrate the 90th anniversary of the foundation of the Swallow Sidecar Company, Sir William Lyons' first business and the forerunner of today's Jaguar Cars Limited, a unique event is being organised by Jaguar Heritage.

Building on the success of the E-type 50th Anniversary Tour from Coventry to Geneva that Jaguar Heritage organised in March 2011, this year's event will be UK based and will take place from September 2nd to 9th to encompass the exact 90th anniversary date.   Commencing in Coventry, the Tour will circle round through Cambridgeshire, Norfolk, Yorkshire and the Lake District before culminating with two nights in Blackpool where a number of special events and activities are planned.