Haven’t they missed something?
Jaguars have always been an old farts car, (and I am suitably qualified to comment )
And isn’t there an increasingly burgeoning older population, whilst the birth rate has been in decline in recent decades? And aren’t young folks too skint to afford a mortgage, and the older generations have all the money?

So, aren’t they simply urinating against the wind/flying in the face of common sense?


I also hear the trademark owners of the Jowett Javelin may be considering legal action……

For decades, manufacturers of “budget” marques have unilaterally clamoured to “go upmarket” and make big posh cars, (think of the Audi example) and now they want to take Jaguar the wrong way down the motorway?

They need to sack a few board members, and get on with a proper job!  “If it ain’t broke, don’t fix it” -where’s the fun in that?

I fully agree

You have to remember that Jaguar is not a viable business. It sells nowhere near enough vehicles to be viable. By orders of magnitude. So the management could just fold it, or try something new.

Best of luck to them.

Chris. L405 - 4.4SDV8 Vogue
P38 - 4.6V8 HSE
Land Rover series IIA V8

Jaguar brand died the day the F-Pace came along, I rated them highly till that point and had a few "Jaaags", the XJ-R the pinacle of Jaguar in recent times.

With no XJ, the brand motto, "space, pace & grace" just got stomped into the dirt. Similarly the Mini, the reinvention of the Mini by BMW was a fantastic car, since then what they have done with it is amazingly dumb and milked the badge till it's meaningless now.

What will Jaguar produce after this rebranding, nothing that will sell most likely, 2 years and they'll go the way of the Rootes Group.

The Chinese have really turned around the MG brand, and it's no longer just rebadged Rovers, truly carving out a niche for itself and steadily eating up the UK cheap family car segment.

No wonder. They're doing what the Japanese did in the 1970s, producing what people want at an affordable price.

In a few years the family car segment will be all Asian, Vauxhall, Renault, Citroen will all be ousted, VW will be there but will move upmarket. China will build cars in the UK to get around EU tarriffs.

If this all sounds familiar, it is. Honda / Nissan invasion 2.0.

A. Fuji White / Jet 2012 4.4 TDV8 Westminster

Fear not dear members, you can still buy a 'new' Jaguar, IF you have around £225.000.00 in loose change lying around , BUT, you would have to have a taste for loud shouty cars
link below is for the Jaguar XJS from the well known TWR company

https://www.dailymail.co.uk/money/cars/art...sktop_home

Hi,

That's not as far off piste as you may think, although that's probably a bit OTT.

Resto Mods are doing a truly roaring trade and doesn't have to be the premium brands. Back to basics motoring with modern brakes, tyres & ICE, in some cases engines and trick gearboxes.

I've got a white 1988 205 1.9 GTI that needs a lot of work, I'm changing tack and not putting it back to original spec, I'm now making it fit for today's roads. It'll be a much more desirable car than a new car based on looks and fun factor alone and in 2028 it'll be 40 years and cost me nothing in tax and everything exempt. OK, so original it would be worth more but I'm doing it for the hell of it, not just to make a few quid.

A. Fuji White / Jet 2012 4.4 TDV8 Westminster

@MJDronfield:
Thanks for posting that sequence of the Jaguar emblems through the years

So what that’s saying is, the leaping jaguar has quite literally become a ghost of its former self

(Ummm, that sounded rather Clarksonesque, didn’t it?)

Looks like something you’d see stuck on the front of a hi-fi amplifier; oh God, I hope I haven’t given their development folks an idea  “If it ain’t broke, don’t fix it” -where’s the fun in that?

Merchy wrote:

Fear not dear members, you can still buy a 'new' Jaguar,...

What's the symbolism around the capital G in the new jaGuar ?

A. Fuji White / Jet 2012 4.4 TDV8 Westminster

Probably just that some designer didn't want a lowercase g with an "ugly" tail dangling below the line.

At least the leaper faces the right way now. We should be thankful for small mercies! Drives:
2010 FFRR TdV8 Vogue - Stornoway Grey
2010 FFRR TdV8 Vogue SE - Zermatt Silver
1998 BMW E36 M3 GTII