A new Jerusalem, or nothing but the same old story? In this series of articles, we examine XJ40’s turbulent conception and ask, was this the last Jaguar?
Billed at launch as the Jag without tears; a high-tech culmination of an unprecedented level of proving in some of the world’s most hostile environments, XJ40 represented a new beginning for an embattled marque. As much the story of Jaguar’s dogged resistance as it is of the car itself, XJ40’s 22-year career encapsulates the most tumultuous period in the company’s history.
The tragedy of XJ40 is twin-pronged. Throughout this torrid decade, XJ40 became Jaguar’s talisman, the one hope a demoralised corps could cling to when there appeared to be no future. Central to this were efforts of successive engineering chiefs to maintain the marque’s identity, but success would come at bitter personal cost.
XJ40’s lengthy gestation meant the end result was viewed in some quarters as a disappointment, yet this belies the enormous efforts made to ensure XJ40 modernised, yet maintained marque traditions. The first truly modern Jaguar, the model was critically acclaimed upon release, but the car’s reputation was damaged by early build issues it never quite overcame.
Despite being the best-selling XJ series of all, XJ40 today remains something of an outlier within the official Jaguar narrative, only latterly being appreciated for its finer qualities and for its status as arguably the most ambitious and technically pure Jaguar ever.
It could also be said to mark the point when Jaguar’s stylists ceased to look forward, resulting in a nostalgic philosophy Ford’s interventionist management subsequently wrung dry with the XJ40 series’ ultimate successor – 2003’s X350 series.
In fact, parallels between XJ40 and its Ford-funded successor run deep. Both were intended to be technological flagships for both Jaguar and their parent. Both attempted to marry technical innovation with traditional styling. Both failed to stabilise the business and indirectly precipitated further changes of ownership.
“…It’s all just a little bit of history repeating…”, Shirley Bassey once purred over a Jaguar TV advert, and this lyric contains a truism, because for Jaguar the past refuses to stay buried for long.
Sources / Credits / Further reading:
Project XJ40 – Philip Porter
XJ40- Evolution of the Species – Andrew Whyte
John Egan & The Will to Win – John Underwood
Norman Dewis – Developing the Legend – Paul Skilleter
Sir William Lyons The Authorised Biography – Philip Porter/Paul Skilleter
Motor (11 Oct 1986)
Autocar (8 Oct/Oct 15 1986)
Car (November 1986/March 1986/Nov 1987)
Performance Car (November 1986)