One of the non-design related contentious aspects of the XJ27 project was the name to be given to this new and exciting model. In December 1974 Jaguar chose a selection of names before the evaluation/research process took place. XJ SS, 12 + 2, XKF, Optima, Ultima and Premier. Each name was presented to the group of 35 people including XJ6/12 owners, E-type owners and owners of expensive sports cars of other makes. Based on the research, Jaguar XJ SS was by far the most popular name for the new car.
