In 1968, Jaguar put all its saloon car eggs in one decidedly comely basket. We examine the likely causes.
In 1964, a series of factors led Sir William Lyons to take the momentous decision to replace Jaguar’s multiplicity of saloon models with a single car line, betting the entire enterprise upon its success. Retrospectively of course, one could say he needn’t have worried, but at the time, it must have been a deeply anxious moment.
The zenith of Jaguar’s commercial ambitions was this famously unsuccessful 1961 saloon flagship, whose shattered legacy resonates to this day.
Some six months after the euphoric launch of the E-Type, Jaguar launched this radical saloon. Given the project name of Zenith, Mark Ten was a dashingly modern, dramatically styled leviathan of a car, conceived specifically for the all-important North American market. Famed for his astute reading of market trends, Jaguar founder, Sir William Lyons didn’t believe in customer clinics or product planning. Mark Ten was his vision of a full-sized luxury Jaguar Saloon. Bigger, more opulent and technically sophisticated than any European rival.
Shockingly modern to British eyes, yet retaining an elegance of line for which the marque was famed, Mark Ten wove a fine balance between Continue reading “Catastophe”
With each passing year the Jaguar XJ becomes less relevant. Why has the world fallen out of love with Jaguar’s big saloon? Driven To Write investigates.
In 2009, the world’s least influential Jaguar commentator drew comparison between the newly announced (X351-series) XJ and its distant forebear, the 1961 Mark Ten saloon. The nub of my argument was that the new model should not be judged against any prior XJ series, but instead through the prism of its unloved sixties progenitor.