That may well be the case DK & i doubt anyone would argue that the new range of Jags are a massive improvement over their predecessors, but it's very hard to break indoctrinated stereotypes & for the age group (say 30-50), the Jag is still seen as an older Gentlemen's vehicle, in the same way the medium/bigger Mercs are. I've no idea why Audi & BMW don't really fall into the same category, but i don't make the stereotypes. The only analogy i can give is Skoda (very different i know), but when i was young the Skoda was a joke car & although it's been part of VAG for many many years now & nobody can really cast a bad word about the car, i'd still if i was buying in that market pay an extra couple of Grand & get the VW or Audi equivalent.HYFR wrote:That makes no sense. There are plenty of OAP's driving mercs, bm, Audi, Volvo etc
Jaguars image was badly tarnished under poor ownership from Ford and BMW with a mix of poor cars, poor design and poor engine choice.
But the history of the brand is very rich in sports cars and sports saloons.
Under tata ownership it is being allowed to design beautiful cars with emotion and passion and with investment they can back that up with class rivaling economics and driver engagement
And above all it is a British success story, so I do sometimes despair at the continued piss and slippers stereo type which IMO is to a large extent ignorant of the reality, but accept you cannot please everyone and everyone is entitled to their own opinion.
My aspirational car when i was a kid was actually a Jag XJ Coupe & i still love the big Jags (always have), but i just couldn't yet bring myself to consider one. The XE is a nice looking motor, the F-Type is stunning & would certainly be on my 2 door Sports Car shortlist if that was my consideration. The new F-Pace i'm not sure as although it's a competitive market, Jaguar appear to have arrived very late with a Me Too vehicle, so i'm not sure how that strategy will work out for them unless that sector is in fact still growing (it may well be). The car looks nice & i'm sure will drive well, but my feeling is the existing players in that sector such as Audi & BMW have the market share & will the new F-Pace take anything from the established players? I really don't know.