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.
XJ SS
12 + 2
XKF
Optima/ Ultima/ Premier
23 in favour
Brings Jaguar to mind
Relates to sports car
Don’t like the wartime overtones
Old-fashioned
6 in favour
Not original enough
Does not tell you anything
Does not sound like a car name
Too much like the competitors
4 in favour
Sounds alright/good/acceptable
Sounds like a Jaguar
Appropriate; XK150 was a good car
Sounds like XK150 not original
Sounds like a sports car
Natural progression from E-type
Masculine appeal
Does not mean anything
Old-fashioned
2 in favour
Don’t like them; don’t appeal
Does not mean or convey anything
Nothing to do with a car
1974: Choosing The Name. Recollect Raven, accessed 08/11/2025, https://raven.recollectcms.com/nodes/view/1538
