The Insignia Range


Daimler Double Six Insignia

Words and photography by Letitia Mace, with the exception of the XJS Insignia picture, which was kindly provided by Jaguar Heritage from their extensive archive

Pictures taken at Kilmington Manor, courtesy of Mr and Mrs M. Miller (Miller’s Farm Shop, Kilmington, Devon.)

Daimler Double Six Insignia kindly provided by Neil Sturgess, Devon

This article recently appeared in Jaguar Magazine. Full details can be found HERE


When production of the Daimler DS420 finally came to an end in 1992, not only did it leave a redundant workforce, but also a void in the market, which Jaguar filled with the launch of a stretched XJ40/XJ81, christened “Majestic” and the option to personalise any Jaguar or Daimler from the new “Insignia” range of upgrades.

Announced at the 1992 British International Motor Show held at the NEC, Birmingham, and available for the 1993 and 1994 Model Years, the deletion of the XJ40 Majestic and Insignia range coincided with the end of XJ40 production.

The redundant DS420 workforce were put to work on the new Majestic and Insignia range within Jaguar’s “Special Vehicle Operations” (SVO) department, whose tasks included special orders for dignitaries, company prototypes and the preparation of cars for the press, and new model launches. The Majestic’s and Insignia’s were hand-finished in an environment where attention to detail would have been paramount. Many Majestic’s were finished as Insignia’s, but the service was not exclusive to the Majestic’s, and spilled over into the general model range of the time, and consisted of a unique range of exterior paint and interior trim options, allowing one to truly personalise one’s Jaguar or Daimler!

Insignia brochure There was no set recipe for an Insignia. The options were bespoke and could be applied to any current model of the era, be it Daimler or Jaguar saloon of any engine size, or wheelbase, or an XJS – 4 or 6 litre, coupe or drophead. In reality, as you would expect, it was mainly applied to the higher spec cars, however, there is one 3.2 base model XJ6 Insignia still in existence!
Insignia brochure A choice of ten exterior paint colours were offered, all in metallic finish: Mahogany, Amethyst Blue, Crystal Blue, Mineral Green, Primrose Pearl, Saturn Orange, Peppermint, Sandstone, White Pearl and Lavender. Such is the diversity of these few exceptional Jaguars, that not all are finished in Insignia colours, so don’t be surprised if you find one in a standard colour! There is even one in New Zealand which was commissioned in “Wild Berry” (not a Jaguar colour! The car is still alive and very well !!).
Insignia brochure Interiors could be personalised in soft-grain hide, with colours and seating designs which were unique to the Insignia.  As with the exterior paint, top quality aniline hide was offered in 10 unique shades: Saddle Tan, Powder Blue, Thistle, Aqua, Pale Mushroom, Dark Mushroom, Pale Stone, Dark Stone, Silk White and Yellow Pearl. Some of the colours look a bit “loud” for a Jaguar, so perhaps these were just intended for piping? Of the more subtle colours, Mushroom and Silk White, later featured in the limited edition Daimler Century!
Insignia brochure Also included, were a range of veneers, with options such as Birds-eye Maple (stained to compliment your chosen exterior and interior trim, if you so wished).


Jaguar set out in their Insignia brochure, a table of suggested matching and contrasting colour schemes, recommending which paint, veneer, carpets, bindings/piping and hide trim would create the most pleasing package– they include a two-tone hide option, an example of which is portrayed in their brochure.


Insignia interior Insignia interior
Other options included dash and door rolls in soft grain hide, with detail stitching, rather than the normal moulded plastic/ambla finish.

Even the cubby hole below the dash and associated panels could be finished in twin-stitched hide.

Insignia interior
If chosen, this style of pleating was unique to the seats fitted in the Insignia cars, and often featured a two-tone hide finish. Insignia interior
Boot carpeting was of superior quality Insignia boot and spare wheel cover



An XJS could be specified with Five Spoke alloys, at a time when they had yet to be fitted to the production XJS!

Jaguar XJS Insignia

For the XJ40, alloy wheels were from the standard Jaguar range of the time, or chrome wheel trims, colour matched to the body, could be chosen where an XJ40 was fitted with steel wheels. The documentation confirms that the Daimler featured here was originally supplied with Aero alloys, as pictured.


Insignia badge The Insignia carries only a discrete badge on the lower front wings to identify it, and with the ever present possibility of owners “personalising” older Jaguars, if you come across what your think may be one of these very rare beasts, check out its provenance before dismissing it, as not all the options were taken up – factory records show that there is at least one Insignia out there with cloth trim!


The service was to create a bespoke car, rather than a “fully-loaded” one! The Insignia’s bear a standard VIN, so identification must be made by reference to the body number, and Rob Jenner (Jaguar Enthusiasts’ Club Chairman) has a full list of these. Rob has been hard at work researching the Insignia cars, and has now established from the archives at Jaguar Heritage that there were a total of approximately 376 Insignia’s: 319 XJ40/XJ81 and 57 XJS.

Rob’s research suggests that most Insignia’s were demonstrators, either for Jaguar Cars or Main Dealers, and in the case of exports, an example went to each importer. Very few went to private buyers in the UK, and of the total of 56 rhd Insignia’s, most seem to have gone to Japan and Hong Kong; Hong Kong favouring the swb Insignia’s, while the Japanese obviously developed an appetite for our Daimler Double Six Majestic Insignia’s!

Prices for Insignia enhancements depended on the base model, and the level to which the enhancements were taken. As an example, the Daimler Double Six featured here still has its original bill of sale from October 1993, which states that the list price was then £45,957.45. This car is one of only eight XJ saloons, worldwide, finished in Crystal Blue – this privilege set the purchaser back a further £1617.03.  A true connoisseur, Mr. Evans (the purchaser of this fine vehicle), then decided that the normally luxurious hide trim bestowed on a Daimler Double Six was not enough, and spent a further £2936.17 to include the twin stitched dash top and hide door rolls in contrasting dark mushroom hide, as described above. All these prices were exclusive of VAT, and the cost of the paint was standard, irrespective of model.

To demonstrate the rarity of some of the Insignia cars, we can look again at L66DDS as an example.

Daimler Double Six Insignia

This particular car, already uncommon as a standard Daimler Double Six, became a rarity as an Insignia, and added to that, of the eight saloons in Crystal Blue, two were lhd 4 litre Jaguar Sovereign’s and four were rhd Daimler Double Six Majestics, destined for Japan. The remaining two were both UK spec swb rhd Daimler Double Six’s – one with Silk White trim and the one featured here, with Pale Mushroom trim – making each unique!

As befits a Gentleman’s Carriage of this calibre, this rare “top end” model had, in its day, every conceivable extra, and even now this is not the normal tired XJ40, the ride and interior would have you believe that you are in a well maintained car of less than half its age! How many of the original Insignia’s have survived, and in this condition?

As an XJ40 owner, at the time when I first saw this car, I think the one thing which really struck me and left a lasting impression, was the stitched hide detail around the facia. It completes the look and feel of a luxury high class car. At the time, I had only seen this in Aston Martin’s and wished that it was a feature of Jaguars – now it is, in the latest Jaguars, but is it real hide? It certainly is in the Insignia range!

If you have one, or know of one, please contact Xclusively Jaguar and it will be added to the Xclusively Jaguar Register. If you are a member of The Jaguar Enthusiasts’ Club, Rob Jenner has a register of Insignia’s and other interesting XJ40/X300 saloons owned by members. He has previously written about the Insignia range in the Jaguar Enthusiast, and more information can be gained from him by request.

Daimler Double Six Insignia


Jaguar World Monthly - September 2012 The Daimler Double Six Insignia featured above was also used for a similar article on the Insignia Range in the September 2012 issue of Jaguar World Monthly. Words and pictures by Letitia Mace of Xclusively Jaguar

Jaguar World Monthly

Jaguar Magazine The Daimler Double Six Insignia featured above was also used for a similar article on the Insignia Range in edition 166 of Jaguar Magazine. Words and pictures by Letitia Mace of Xclusively Jaguar

Jaguar Magazine


Jaguar Magazine

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All information correct at time of publishing.