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July 18, 2019
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The Rise of Jaguar

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The Rise of Jaguar

The Rise of Jaguar

By Barrie Price
About the Author

Hardback • 25 x 25cm • 176 pages • 265 mono pictures

ISBN: 9781904788270

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A serious in depth study of the growth of SS Cars Limited during the world's worst economic depression; the relationship with the Standard Motor Company
upon which success was based, together with a detailed technical survey covering the progression of design from 1928 to 1950.

Many hithertoo unknown facts disclosed and copiously illustrated with contemporary photographs.

Independent Reviews

Review from The Caravan Club Magazine, December 2008

The title says Jaguar, but if you've an interest in pre-war cars, their design, manufacture and marketing, immerse yourself in the numerous period illustrations and insightful text. From Swallow sidecars and special bodies to Standard-engined sports roadsters and saloons, SS Cars became a Bentley rival (internal memos plus letter between William Lyons and Rolls-Royce included), then leapt on to the iconic Jaguar brand ...

Review from Jaguar Enthusiast, December 2006

Published earlier in the year, this work also covers the pushrod models but all of them from the Swallow bodied cars, through SS and into the post-war Jaguar models up to the including Mark V.

Published by Veloce and written by Barrie Price(established motoring enthusiast who still owns the assets of the Lea Francis Car Company), his excellent memories of the heady days of Standard and SS/Jaguar provide an excellent background to this book. In 176 pages, the informative text is supported by a significant number of black and white period photographs of the people, the cars and the works. At the end of the book there are reproductions of documentation from Rolls-Royce about their experiences when they purchased a Jaguar to establish how the company and the cars had quickly reached such popularity.

Review from The Jaguar Magazine, Edition 122, October 2005

Another surprise book from another author not necessarily associated with Jaguar. This one has turned out to be a gem of a book. Barrie Price is the owner of the Lea Francis marque, and a successful business man, but in this instance he clearly shows his broad knowledge, and dedication to a subject which has not been covered in great detail often before.

It is ironic that the purpose of this work is to show in words, photographs and by documentation, just how William Lyons and William Walmsley moved their business from Blackpool to Coventry, expanded at new premises in the suburb of Foleshill, brought on new swallow body styles, instigated their SS marque and grew the business intone which captivated motoring types around the world.

However, while that might all sound pretty straight forward, this book goes right to the heart of the many people Lyons had to deal with, often wrangle with and also socialised with.

An added bonus is the clear fact that the author knows a great deal also about Jaguar’s rival products of the time, and he makes very interesting comparisons with them. They include Avon and Ensign who both used Standard components like Lyons and Walmsley did.

Each of the SS models are discussed in detail, and backed up with photographs which explain why they were introduced and what their basic mechanical components were.

This is a great and entertaining addition to the Jaguar story. It is fine entertainment as well as being very informative and comes very highly recommended.

Review from The Oldie magazine, September 2005

Barrie Price has done more than simply chronicle the formative years – 1928 to 1950 – of one of Britain’s most famous cars. His authoritative study will appeal to all who have ever owned an early Jaguar, or who wanted to.

Review from Jaguar Heritage, Issue 13
UK magazine

Subtitled 'A detailed study of the 'Standard' era 1928 to 1951, this book by Barrie Price claims to be 'the first book to concentrate on Jaguar's formative years and the company's metamorphosis from SS cars'.

That is quite a challenge. However, Price does succeed in offering some new material on the formation of SS with chassis from Austin and engines from Standard. He concentrates on the early years and gives an insight, via the other products, of the time that were similar to the Swallow cars. He also looks at the mechanics of those cars and the methods of manufacture. Comparisons are made between Standard, MG and Triumph products.

The chapters are clearly divided into models and their gestation from Lyons's ideas to production. Price also considers how a small company could take on the established marques and come out on top in many instances. His research is deep and clearly a labour of love for SS and Jaguar products.

Barrie Price ends with a chapter on owning and driving a pre-war SS car in today's traffic conditions. He knows die subject, as he is actively involved with the motor industry and enjoys restoring old cars, especially SS and Jaguars. A most interesting Appendix is the correspondence between RollsRoyce and SS Cars. They tested the first SS Jaguar and the book is worth buying just for their comments!

The Rise of Jaguar is well up to the usual high production values one expects from Veloce and is copiously illustrated with images from JDHT and from private collections.

Review from Classic Sports Car, March 2005

In 170 pages of fascinating technical detail and vivid black-and-white photographs, Price documents the early evolution of what was to become Jaguar – from the early Swallow-bodied Standards, Swifts, Wolseleys and rarer 9hp Fiats, to the first, elegant in-house-designed saloons and sports roadsters.

Throughout the book, the dazzling business and design skills of the young William Lyons shine through, as he steered SS to meteoric success in the 1930s. Appendices include intriguing letters between Lyons and Rolls-Royce, a relationship that soured when Rolls blew up a 31/2-litre at Brooklands.

Essential – if expensive – reading for anyone who thinks they know their jag history.

Review from Classics, March 2005

Twenty two years of Jaguar's early years are covered in great depth here. Factory plans, assembly line shots and great pictures of pre-production cars are spread across 170 pages This entirely black and white book is intended only for the real Jag enthusiast though who will find much of interest, and will no doubt take it to bed and still be reading the next morning. Very niche arid not cheap – but then high quality rarely is.


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