Anything from that far back in time was most probably drawn by hand originally. I would presume that it was done exclusively for Jaguar, and was never digitized.

- Mike Yanega

With that being said, it is slightly similar to Piranesi (http://new.myfonts.com/fonts/bitstream/piranesi/).

- Mike Yanega

It seems more like Ribbon 131 Bold which is relatively new and like one of the Coronet variations which are too numerous to list. It certainly was hand set in this example, but I have seen it in other places which suggest it was hot set also.

Coronet itself was designed in 1937 by R. H. Middleton. Ribbon 131 is just the Bitstream name for their digitization of the metal type design.

You're right that it is pretty close to the Jaguar lettering, and maybe Coronet was the starting point used by whoever designed the Jaguar logo back then. The J and r are quite different, but the a, g, and u could almost be from Coronet.

- Mike Yanega

I should have asked the publicity people at Brown's Lane but only their grandchildren are left.