William Lyons when asked was noncommittal, but he was at the time in the company of suppliers of chassis for his run of the mill production bodies.

In 1929, John Black of Standard Motor Company and William Lyons teamed up to realise their long standing dream to produce a one of a kind sports car.

Its flowing design and streamlining pointed to an obvious attempt at making a fast car, possibly with the intention of venturing into racing.

Nevertheless, at Motor Show time in October 1931, Swallow eventually launched a car of its own, the SS 1, and displayed a prototype, all while the aforementioned little Wolseley Hornet Special continued alongside.

"This car has its little knot of admirers around it every minute of the day, and from the point of view of general interest it is the most serious rival to the Rover Scarab.

It is made by the Swallow Coachbuilding people on a chassis specially built for them by Standard, and featuring a six-cylinder side-valve engine of 15hp.

Its long low lines with no running boards and the head only a matter of four feet above the ground create an impression of speed and gracefulness which is quite worthy of comparison with the Lagondas and Delages.

The radiator is quite different from the ordinary Standard type being specially designed to conform with the body lines and fitted with a chromium plated fluted front.

The cycle type wings are deeply domed the side valances being very deep so that the necessity for running boards is obviated.

The interior of the car is beautifully finished, the cabinet work being done in very atrractive highly polished sycamore grained to resemble the back of a fiddle.

"[2] Under the guidance of the chairman, William Lyons, the company survived the depression years of the 1930s by making a series of beautifully styled cars offering exceptional value for money although some enthusiasts criticised them at the time for being "more show than go".

The engines and chassis supplied by the Standard Motor Company were fitted with Swallow bodies styled under Lyons supervision.

The SS Jaguar 2½-litre saloon with its 102 bhp six-cylinder Weslake-designed cross-flow ohv cylinder head on its Standard engine caused a sensation when it was launched at a trade luncheon for dealers and press at London's Mayfair Hotel on 21 September 1935.

The Motor magazine in its announcement issue of 24 September 1935 referred to the SS Jaguar's distinguished appearance, outstanding performance and attractive price.

In a speech of Lyons as the chairman and managing director to the shareholders on 11 October 1935, he said: "This new car, which is called the Jaguar and has received a most enthusiastic reception from the whole of the trade and public has been produced to an ideal.