Ian Callum, who designed that car, said that all Jaguars must have a certain look to them."I think it's something instintive going on in my head or in the back of my head that says this car has certain elements that say Jaguar."
But behind that design is also a long list of regulations. And to make it more complicated, every region has different standards. So cars like the Jaguar must conform to European standards of safety which require cars to be less harmful in the event of a collision with a pedestrian.
Within these confines car designers still frequently create striking looks, but the pressure is building with new regulations developing every day.
Ian Callum said he feels sorry for the next generation of designers because they are sure to face even tougher challenges in the future.