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.
William Lyons’ masterpiece. In a series of articles, we celebrate an automotive high watermark as it marks its 50th anniversary.
“Without any doubt at all, the XJ6 is my personal favourite. It comes closer to than any other to what I always had in mind as my ideal car.” Sir William Lyons.
One bright spring morning in 1967, two men strode towards a lock-up garage in the grounds of an imposing Victorian stately home, amid the rolling Warwickshire countryside. As the dew shimmered on the immaculately tended lawns and borders of Wappenbury Hall, Sir William Lyons, Chairman, Chief Executive and spiritus rector regarding all matters aesthetic, led his European Sales Director, John Morgan to where Jaguar’s vitally important new car lay sequestered, in seemingly definitive prototype form.
The early phases of XJ40 development centred around the battles played out to retain Jaguar’s identity. The third phase would be dominated by efforts to remove themselves from BL’s influence entirely. For John Egan, the first eighteen months at Browns Lane proved something of a high wire act. With morale in tatters, and unfinished cars piling up, Egan initially believed that Jaguar’s problems were marketing rather than production based, a notion he was swiftly disabused of.
We examine XJ40’s turbulent conception and ask, was this the last Jaguar?
A New Jerusalem
They said it couldn’t be done, but he’d heard that before. Nobody had presented a new car at the prestigious London Institution of Mechanical Engineers and furthermore no complete car had ever entered the hallowed lecture hall at number One, Birdcage Walk, Westminster. This learned society, founded by Railway pioneer, George Stephenson in 1847, had already hosted some of the finest engineering minds over its 140-year history, but August 28, 1986 would prove something of a first.
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”
Arguably the most misunderstood Jaguar of all time, Driven to Write seeks once and for all to put the ‘committee design’ assertion to rest as we examine the defamation of the XJ-S.
In September 1975 the newly nationalised British Leyland conglomerate celebrated the Jaguar XJ-S’ launch at Longbridge, the traditional home of its volume car division. A worse time to launch a 150-mph grand turismo is difficult to imagine, to say nothing of the chosen setting. The venue was a calculated statement of power, British Leyland ensuring Jaguar’s beleaguered management and workforce knew exactly who was in charge. Continue reading “Reconvening the Committee”
Two figures defined XJ-S’ aesthetics: we examine their methods.
Sir William Lyons not only founded Jaguar Cars but personally supervised all matters of styling. His approach involved working (alongside skilled technicians) from full-sized wooden and metal styling ‘bucks’ which once reviewed in natural light he would have modified until he arrived at a conclusion he was satisfied with. Continue reading “XJ-S: Reconvening the Committee (Part 2)”
Part one: Arguably the most misunderstood Jaguar of all time, Driven to Write seeks once and for all to put the ‘committee design’ assertion to rest as we assess the stylistic genesis of the 1975 XJ-S.
In September 1975 the newly nationalised British Leyland conglomerate celebrated the Jaguar XJ-S’ launch at Longbridge, the traditional home of its volume car division. A worse time to launch a 150-mph grand turismo is difficult to imagine, to say nothing of the chosen setting. The venue was a calculated statement of power, British Leyland ensuring Jaguar’s beleaguered management and workforce knew exactly who was in charge. Continue reading “XJ-S: Reconvening the Committee”