The company that became Jaguar started operations in 1922 as the Swallow Sidecar Company but in 1945, the company’s shareholders agreed to change the company name to Jaguar Cars Limited because the image of the SS initials, had been sullied by the Nazi SS of World War II.
Swallow Sidecar Company,[ Swallow Sidecar and Coachbuilding Company, and Swallow Coachbuilding Company were trading names used by Walmsley & Lyons, partners and joint owners of a British manufacturer of motorcycle sidecars and automobile bodies in Blackpool, Lancashire, later Coventry, Warwickshire, before incorporating a company to own their business which they named Swallow Coachbuilding Company Limited.
Under co-founder William Lyons its business continued to prosper as SS Cars Limited.
Towards the end of the war on 23 March 1945, the SS Cars Limited shareholders in general meeting agreed to change the company's name to Jaguar Cars Limited. Said Chairman William Lyons "Unlike S.S. the name Jaguar is distinctive and cannot be connected or confused with any similar foreign name."