Jaguar 420 and Daimler Sovereign (1966–69) - Demise

Demise

In 1967, its first full year of production, the 420/Sovereign easily outsold the other Jaguar saloon models still in production (the 240 and 340 Jaguar Mark 2s, Daimler 250 V8, Jaguar S-Type and 420G) and effectively ended buyer interest in the S-Type. Nevertheless, relatively few were made in total due to the fact that the Coventry factory stopped making the Jaguar 420 in 1968, just over two years after production began and with just 10,236 produced. The Daimler Sovereign continued into 1969 and 5,824 were sold.

In 1968, 420/Sovereign sales were again well in excess of those of the S-Type and 420G but it was outsold by the resurgent Jaguar Mark 2/Daimler 250. By this time, many potential 420/Sovereign buyers were hanging back to wait for the new Jaguar XJ6. Introduced late in 1968, the XJ6 was slightly larger than the 420 and swept it from the Jaguar range along with the Mark 2 and S-Type, although the Daimler 250 remained in production into 1969 and the 420G lasted until 1970.

The decision by Sir William to base the Jaguar XJ6 on the engine, suspension and approximate dimensions of the 420/Sovereign showed his faith in the 420/Sovereign formula as the best way to rationalise the company's saloon car range. In that way, the 420/Sovereign became a victim of its own success.

The Jaguar 420 ceased production at Browns Lane in September 1968 and the Daimler Sovereign in July 1969, although CKD ("completely knocked down") Jaguar 420 kits were supplied as late as November 1968 for assembly by Jaguar Cars South Africa Ltd.