The Start of Jaguar Cars in Blackpool

Sir William Lyons was a pivotal figure in the British automotive industry and co-founder of the Jaguar car company. He was born on 4 September 1901 in Blackpool and attended Arnold School. From there he obtained an engineering apprenticeship at Crossley Motors in Manchester, where he also studied at the technical school.

Lyons played a crucial role in shaping the design and engineering of some of the 20th century’s most iconic cars. He began his career by co-founding the Swallow Sidecar Company in 1922 with William Walmsley. Their first factory, located at No. 5 Bloomfield Road, was home to the Swallow Sidecar Company’s early production until November 1926, when they relocated to larger premises on Cocker Street, North Shore. The company initially focused on producing stylish motorcycle sidecars, known for their innovative design and quality. Lyons’ exceptional design sense was evident from the beginning, foreshadowing the signature style that would later define Jaguar cars. The success of Swallow Sidecar prompted the company’s expansion into automobile manufacturing. In 1931, Lyons and Walmsley introduced their first car, the SS1, which was well-received and led to the development of more vehicles under the SS brand. Lyons envisioned creating cars that combined style, performance, and affordability—a philosophy that would later become synonymous with Jaguar. After World War II, the company was rebranded as Jaguar to avoid negative connotations associated with the SS initials. Under Lyons’ leadership, Jaguar quickly emerged as a leading luxury car manufacturer. The launch of the Jaguar XK120 in 1948 marked a milestone, setting new benchmarks for sports car performance and design. Lyons was deeply involved in the design process, ensuring Jaguar cars were not only high-performing but also visually striking.

One of Lyons’ most notable achievements was the creation of the Jaguar E-Type, launched in 1961. The E-Type is often hailed as one of the most beautiful cars ever made, blending speed, style, and engineering excellence into an instant classic. The car’s design epitomised Lyons’ dedication to producing vehicles that were both elegant and thrilling to drive. In recognition of his contributions to the automotive industry, Lyons was knighted in 1956 for his services to British industry. Throughout his career, he was intimately involved in all aspects of Jaguar’s operations, from design and engineering to marketing and management. His meticulous attention to detail and commitment to excellence ensured that Jaguar remained a leader in the luxury car market. Sir William Lyons retired in 1972, leaving behind a lasting legacy that continues to shape the automotive world. Under his leadership, Jaguar became a symbol of elegance, performance, and innovation. Lyons passed away on 8 February 1985, but his impact on the industry endures, with Jaguar cars still representing the pinnacle of British automotive excellence.

Sir William Lyons and William Walmsley with colleagues

23 King Edward Avenue – Home of William Walmsley, Originator of the Swallow Sidecar. © Deeper Blue Marketing & Design Ltd

23 King Edward Avenue – Home of William Walmsley, Originator of the Swallow Sidecar. © Deeper Blue Marketing & Design Ltd

24 King Edward Avenue – Home of founder William Lyons. © Deeper Blue Marketing & Design Ltd

This plaque is featured at the Armfield Club, 7 Bloomfield Rd, Blackpool FY1 6DH. © Deeper Blue Marketing & Design Ltd

This plaque is featured at the Armfield Club, 7 Bloomfield Rd, Blackpool FY1 6DH. © Deeper Blue Marketing & Design Ltd

41 Cocker Street – Site of Swallow Sidecar’s factory from 1926 to 1928. © Deeper Blue Marketing & Design Ltd

This plaque is actually green but it is still part of the Heritage Trail from the Blackpool Heritage Trust. © Deeper Blue Marketing & Design Ltd

A postcard with a Jaguar Swallow Super Sports Sidecar Model 4 with Norton 160 H motorcycle, UK 1925