Part 5/10:
The introduction of the Jaguar E-Type in the 1960s transformed Jaguar into a cultural icon. Once Enzo Ferrari called it the most beautiful car ever made, the E-Type became more than just a vehicle; it was a lifestyle symbol embraced by celebrities and the elite. However, with this fame came the pressure to maintain its iconic status.
As the 1970s approached, Jaguar faced challenges including a steel shortage, leading to mergers that would ultimately dilute the brand's identity. By integrating into the British Motor Holdings conglomerate, Jaguar lost some of its autonomy, which crucially affected its innovation and market presence.