The man who named the Jaguar was a "lion" himself - William Lyons.
Lyons began in the motor business by manufacturing sidecars to motorcycles. His business partner was William Walmsley and their enterprise Swallow Sidecar Company expanded in 1927 to include manufacturing of coachwork for automobiles. This was also added to the company name - Swallow Sidecar & Coachbuilding Co. The following year the "Sidecar" was dropped from the company name as the sidecar production had diminished greatly.
In the autumn of 1931 Lyons introduced a sports car which featured an engine from the Standard Sixteen and was named S.S., referring to the original name of the company, although the second "S" could also have come from the engine manufacturer as the word "Sidecar" had already been omitted from the company name. The nose badge displayed the name Standard Swallow and as an alternate origin for the S.S. the expression "Super Sports" has also been mentioned.
Be as it may, Swallow Coachbuilding manufactured the S.S. I and S.S. II models until 1936 when a new company, S.S. Cars Ltd. was formed to produce the automobiles. The old company name was kept for the firm that manufactured sidecars.
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