Who can forget the Jaguar E-Type driven by James Bond in Goldfinger? I can think of one person: Sir William Lyons, the founder and head of Jaguar, who refused to lend three E-Types to Cubby Broccoli’s production staff. As short-sighted as that seems today, it was in perfect accordance with Sir William’s character; he understood better than anyone else that Jaguar’s edge on its contemporary British rivals was largely based on price and value, so he therefore watched every penny closely. His corner-cutting habits have caused many a Jag owner immense misery down the road; they also cost his brand what would turn out to be the most iconic pairing of car and character in film history. Goldfinger’s DB5 didn’t just turn heads; it has brought customers and investors to Aston Martin over and over again in the decades since.
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