The Ford-owned Coventry car maker is adding Executive and Sport versions to its line-up of XJ models as part of efforts to step up its presence in the luxury segment and offer greater competition to prestige German rivals - particularly since Mercedes-Benz announced major price cuts on the E-class range.
With 3.2-litre V8 engines, the new duo is aimed at meeting the needs of customers who want the company's traditional 'leather and walnut' luxury and also catering for the increasing number of younger buyers seeking more sporting transport.
Even though they match the £37,405 cost of the XJ8 3.2 model they replace, the cars share an upgraded specification which includes cruise control, a reverse parking aid, rain-sensing wipers and a six-disc CD autochanger.
Other XJ models are also upgraded, with the Sovereign, XJR and Daimler 4.0-litre cars getting heated front seats and the world's first dual-band fixed in-car telephone fitted at no extra cost. Electronic dynamic stability control is added to the S-type specification, along with a revised ZF steering system.
As part of moves to lift the profile of its sports cars, Jaguar is also introducing a super-safe occupant restraint system on all XK models. Called ARTS, it uses ultra-sonic sensing technology to provide optimum airbag protection.