The Old Car Manual Project is a site I look in on frequently. The site's supporters are constantly sending scans of manuals, sales brochures other classic car related papers and they've added a very interesting one from 1934.
Most British car enthusiasts know that Jaguar's beginning can be traced back to the Swallow Sidecar Company, a maker of motorcycle sidecars and upscale auto bodies for humble chassis. Eventually Swallow started producing complete cars with a number of major components bought in as was the custom at the time for small carmakers. The marque name they chose was 'SS'.
Prior to the outbreak of the Second World War, SS built some beauties that were great value for the money. With stunning looks and reasonable performance, the SS models set the policy for Jaguar's post war offerings. But about that name. The followers of a short man with a cookie duster mustache well and truly ruined the term 'SS' for years to come.
The SS management team cast about for a suitable name and eventually settled on a previous SS model name to carry the hopes of the company: Jaguar.