- THE BIG PICTURE / #Jaguar-Mk2 / #Jaguar / #1967
Launched in 1967 as a final fling for the highly successful Mk2, the Jaguar 240 and 340 proved to be useful stopgap models prior to the arrival of the next-generation saloons
WORDS: PAUL GUINNESS PHOTOGRAPHY: JAGUAR LAND-ROVER
Although the Jaguar-Mk2 had been killed off by September 1967, two re-branded versions – the 240 and 340 – were then launched, with the smaller-engined of the two being featured in this classic promotional photograph of the time. The 240 and 340 featured downgraded interiors thanks to their use of vinyl upholstery and poorer quality carpets in order to keep list prices as low as possible, but in every other sense they were a fitting continuation of the Mk2. Given the age of the design, however, these were only ever intended to be stop-gap models – hence the disappearance of the 340 after just twelve months on sale, achieving sales of 2788 cars during that time. The 240 remained in production through to April 1969, giving Jaguar a useful entry-level saloon (significantly undercutting the new XJ6) that succeeded in attracting 4446 buyers.