Some words from the gentlemen of the (mostly) UK press.
With Series III a reality, if a somewhat limited one, the UK automotive press wasted little time getting to grips with a series of well-prepared press cars. Car magazine’s Mel Nichols was let loose in an XJ12 in March ’79, observing, “[T]he Jaguar is so controlled, so full of poise… It didn’t take too many miles on winding country roads to convince me all over again that nothing offers such ride comfort with such dynamic ability.”
Later that year, coinciding with the introduction of Mercedes-Benz’s sector-defining W126 S-Class, Nichols ranged another XJ12 from Jaguar’s press fleet against the overwhelming superiority of Stuttgart-Untertürkheim’s flagship. No rational person on earth would have chosen the Jaguar over the Mercedes on anything but emotional grounds but it would be these, and other intangible factors that not only saw Car’s Editor equivocate, but would see the XJ time and again defy newer, more rigorously hewn opponents.
These included BMW’s E23 7-Series, which admittedly was underpowered (in this company) and widely derided by the UK press for its relative lack of refinement, poor suspension calibration and wayward semi-trailing arm handling characteristics. Others were either US-specific and therefore not directly comparable, or low-volume British or Italian specialist machines which cost vastly more.
This was a point made forcefully by Car in the Autumn of 1981, when they corralled the revised High-Efficiency Series III (in Daimler Double Six form) to face a 500SE and a heavily fettled (and significantly improved) 7-Series. This time however, pragmatism and the Swabian’s crushing superiority would not be denied and Car (with its union flag at half mast) bowed to it.
The Series III was adjudged a close second, with its suspension behaviour and overall refinement still cited as superior. As a package however, its rivals were beginning to edge away. The following year, Car’s business-focused Company Car quarterly reviewed a 4.2 litre XJ6 and made a few considered points as to the car’s sales resurgence.
Allowing that quality had improved and pricing remained competitive, they suggested that its appeal was rooted as much in what it was not, as what it was. Observing that 95% of Jaguar’s UK sales were to businesses, they posited the not-altogether fanciful view that it represented success by association, especially now that it had also become Mrs. Thatcher’s chosen means of transport.
Noting that the Series III’s styling looked “dated“, Company Car also conceded that its “traditional virtues” also lay squarely behind its appeal to businesses. Ownership of an XJ remained a more expensive proposition to that of its German rivals (especially on fuel), but to many business users, this was considered a price worth paying.
1984 saw the same publication compare the Sovereign V12 with the Mercedes 500 SE. Taking the hard-nosed fleet manager approach, they decreed that even accounting for the Mercedes’ stronger residual values and (slightly) cheaper running costs, the Jaguar’s value for money (“[T]hat price is a killer…”) would entail the additional cost of a Golf GTi to draw level (“[A]nd that’s too much to pay for a few practicalities…”).
In reality, and despite being natural rivals, they were vastly different cars, each with a strong and robust flavour very much their own. Respective owners were not particularly inclined to switch allegiances, unless they were significantly disenchanted – a matter which was occurring less as Jaguar got to grips with building Series III to an acceptable standard.
Interestingly, according to a 1983 analysis published in Motor, V12 models accounted for over 60% of Jaguar’s sales in what was then West Germany, where a high concentration of luxury car buyers resided. Even in countries like Italy and France, where high taxation acted as a brake on sales, those customers who did opt for the leaping cat often chose the full-fat version, since not only could they probably afford it, they were also going to be hammered by the taxman anyway.
As Series III gave way to its long-awaited successor, its place both in Jaguar and the motoring press’ priorities fell away somewhat, although America’s Road and Track made their position clear in 1987, describing the Series III as being “so desirable that it didn’t need to be replaced.” Speaking to this author in 2016, former Jaguar product strategist, Jonathan partridge elaborated, saying, “perhaps the markets were a little more polarised then, because it [Series III] was seen in Europe as fading a bit. There was more of a love affair with the more traditional Jaguar design in the US.”
Later that year, Car staged a shoot-out on the Northumberland moors between a Sovereign V12, Mercedes’ 560 SEL, BMW’s V12 750i, and Bentley’s Turbo R. The editorial team carried out their usual due diligence, concluding that on purely objective terms, Munich-Milbertshofen could lay claim to the ‘best car in the world’ mantle. “Only a heretic would choose the XJ12,” they declared, yet the Series III still had a spell to cast, the test team observing, “The Jaguar is still the world’s most refined car. Driving in it remains a special experience”, defining the XJ12 as the sensual choice.
But the adjudicator in this contest was none other than veteran iconoclast, LJK Setright, who wasn’t about to resort to time-honoured journalistic tropes or indeed come to anything approaching a predictable conclusion. Critiquing the BMW, he sounded a remarkably prescient note of caution, suggesting, “It would be tragic if the future [Jaguar] V12 should be similarly inferior to the new XJ6.”
Dismissing the two German machines with a flick of his finely crafted leather driving gloves, LJKS drew upon all of his class-bound prejudices, describing the Jaguar as being the only car fit for a gentleman, a statement which if nothing else underlined just how far in perception the marque had travelled in a few short years. “It is remarkably good”, Setright added, “and I found to my surprise that I was driving it faster than the BMW in similar circumstances because it was so much less stressful.”
An honourable second place was probably more than Jaguar could have hoped for by then, but as Series III reached its final years, while its position as the world’s most refined car remained intact, it was apparent that this twenty-year old design was approaching the limits of viability.
Certainly, this was the conclusion Car’s Gavin Green reached in January 1993, when the Series III received its final airing, by which time production had already ceased. Despite listing the car’s many age-related foibles, Green went on to marvel at the XJ12’s serenity, the warm embrace of its cabin and the sense of wellbeing one experienced behind the wheel.
Time may have passed Series III by, but one word would remain indelibly embedded within the journalistic lexicon – one which had come to utterly define the model : Grace.