Background
Ah yes, 1966. The year of England’s historic victory over the Germans, but on the football pitch this time, in the World Cup final.
The country was euphoric, and rightly so, but in Jaguar’s Coventry boardroom they thought it was all over in a different and less positive sense.
Four years after Jaguar’s 1959 launch of the Mk 2 four-door compact sports saloon, Rover inconveniently moved the small luxury car game on by several light years through the introduction of its shockingly modern P6 2000. If you likened the P6 to a cool Swedish style cocktail cabinet (all the rage in the early 1960s), the Mk 2 suddenly looked like your granny’s ancient dark-wood sideboard full of dusty dinnerplates. The tech was old, the ownership requirements strict. Even at the end of its life the Mk2’s service intervals were a giddying 2000 miles. You had to plan remedial visits to the dealership in advance of any sort of long trip.
Jaguar did have its own amazing new car on the stocks, but the XJ6 wasn’t going to be ready until 1968. By 1966, Mk 2 sales were already falling off the cliff, and the Mark Ten was almost as big as a cliff. The company desperately needed something affordable and compact to maintain cashflow until the XJ6 arrived.
The stopgap answer was the 240 and 340. In essence, these were simply Mk 2s built down to a price (that price being as near as possible to the Rover 2000 TC’s). That meant ditching Jaguar’s traditional leather and nice carpets in favour of faux-leather and bargain basement carpets. The majestic 3.8 straight six, the king of Jaguar motors, was also deep-sixed.
Many Jaguar enthusiasts thought these ‘new’ cars were disappointingly effete and bought them mainly for their wives rather than themselves. However, some realised that the 3.8-litre engine (and other desirable items) could be retrofitted into a 340 – which brings us to this car.







