1970 prices and options

1970


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1970 prices; list price:
February, April, October:
£ 4994.14.9
December: £ 5445.3.1

1970 was by far the best year in the DS420 history. 428 limousines were sold, where no other year even came above 300, and most years even stayed below 150.

When a new price list was issued, Jaguar usually had three different editions: Jaguar "price list of all models", Daimler "price list of saloon models", and Daimler "price list of limousine model". They all had the same date of publication. I have seen a price list for Jaguar Models dated January 1970, which means that a Limousine Model price list for this same date probably is missing in my collection.

This February price list has no publication number.

This February 1970 price list is unique in not having any indication of the available options; it has a blank page instead. No visible signs are present that some form of option list was ever part of this document. This was probably due to a decision to combine the option list with the trim and colour chart of that year, although that one contained descriptions only, and had no prices. We have copied that (1969) list here below; the colour chart on its opposite side can be seen elsewhere on the site.

Shown with it is a copy of the letter sent to the dealers to announce this price increase.

Compare the position of wing mirrors in these two publications: on the colour chart they are (still) optional, but on the price list they have become a "standard" item.

The second price list is from April 1970. with a price (unchanged) of £.s.d. 4994.14.9. It has no publication number.

prices April 1970(150kB)

Stratstone of Berkeley Street in London, by far the largest seller of DS420 cars, issued its own price list in April 1970. The numbers are exactly the same as on the factory price list so they might have done this just for the letter head?

The next price list was issued in October 1970, with the price still at £.s.d. 4994.14.9.
It also shows the first visible sign of the forthcoming decimalisation: £4994.74 But a price increment occurred before the year had ended, so this decimal £4994.74 is, interestingly enough, a price for which the car never was sold.
It has publication No. 15174.

The last price list of the year was issued in December 1970, with a price of £.s.d. 5445.3.1. Just as the previous one, this one too has prices both in £.s.d. and in decimal. This price list has no publication number, apart from a small '5M' mark.

The accompanying letter to the dealers lists new colour combinations for both body and upholstery.

The yellow stripe is a Sellotape glue mark.

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