06/05/2026
We came across this original Jaguar advert for the XJ Series III recently, and one line stood out:
"More Style. More Equipment. More Options. More Jaguar."
It's classic marketing language, but in fairness, Jaguar had a point.
By the time the Series III arrived in 1979, the XJ had already established itself as one of the defining luxury saloons of its era. The updates were subtle rather than dramatic. A revised roofline by Pininfarina, improved visibility, more interior space, and a range that stretched from the dependable 3.4-litre straight-six all the way to the V12.
What is interesting now is how restrained the changes were. Jaguar did not reinvent the XJ. They simply refined a formula they knew worked.
Looking back, that confidence feels quite refreshing.
Do you prefer the earlier Series I and II cars, or is the Series III the XJ at its best?