Sales Performance
Though introduced in 1963, only a small number of S-Types was produced in that year. The S-Type did not manage to overtake the Mark 2’s production figures until 1965. It repeated the feat in 1966, the year in which the Jaguar 420 and its badge-engineered partner the Daimler Sovereign were introduced. In 1967 the 420/Sovereign outsold both the S-Type and the Mark 2, despite a resurgence in the latter’s sales that year. Both the Mark 2 and 420/Sovereign easily outsold the S-Type in 1967 and 1968. Sales of the S-Type in 1968, its last year of production, fell below four figures. Top seller in 1968 was actually the venerable Mark 2, potential buyers of both the S-Type and 420/Sovereign hanging back to wait for the new Jaguar XJ6.
Introduced late in 1968, the Jaguar XJ6 was slightly larger than the S-Type and 420/Sovereign and swept them both from the Jaguar range along with the Mark 2. The 420G continued to be available until 1970.
Production figures for each year of the S-Type's life were:
1963 – 43
1964 – 7,032
1965 – 9,741
1966 – 6,260
1967 – 1,008
1968 – 909
Read more about this topic: Jaguar S-Type (1963)
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