My 2019 XJ is over 5 years old now. Runs great. But will need to look at new replacement down the road.
Just saw this new Jaguar ad today:

So not sure if I'm the right demographic for Jaguar's new all EV's at $120K + vehicles...
Anyone else thinks their next / replacement car will be a Jaguar?
Thoughts?

 

There is a lot of discussion on this topic on the UK-side. Jaguar even said themselves that their new approach would probably alienate 85% of their current customer base. For me, I have no interest in electric cars at their current state of development, and certainly not at $120k+. In terms of the ad campaign, the following (linked below) is a good article imo. Just ignore the sweary tone and jag bashing in the first paragraphs (although tbh that is what most non-jag owners think about jags, I get teased regularly by work colleagues about "whether my 575 has broken down yet?").
Jaguar has a strong brand. It just needed a new car worthy of its history and brand. No an annihilation of the old brand.
https://www.marketingweek.com/jaguar...ed-revitalise/

 

I have a hope that Jaguar is going to wake up like the rest of the automotive industry and see that an all-electric line-up is not in the cards quite yet. I have heard through various sources that they are pondering bringing back the XJ (maybe not called XJ) and putting an ICE motor in it (potentially with some EV hybrid whatever). I can only hope. I know what would work to get me into the car. I think it would work for a lot of people. But, even Tata stated that they didn't want to be a mass produced car, but to have something that between Jag and LR, totaled about 1 million vehicles a year. They would then adjust things as needed to maintain that number. Not sure they ever got to the million number, but this would be a good time to hit the reset button. Keep in mind that Jag is putting nothing out for the MY2025 period. So, lets see what MY2026 looks like.

 

One of the biggest features (at least to enthusiasts) of the XJ is its lower weight than the Germans. Adding hybrid technology negates most, if not all, of that advantage.
Jaguar sold 1,118 XJ's worldwide in 2020. I don't think there's any worry of them approaching mass market numbers.
I liked the MarketingWeek article referenced above. He makes some very good points.
The only silver lining to this ridiculous rebranding is that maybe enough non-enthusiasts will look to abandon the brand. Then I might be able to find a 2016+ SWB V8 (that's not black, white or silver) at a reasonable price!

 

so targeting the Lifestyle demographic?

 

Thank you for that, your post made me feel a bit better. I've been sick to my stomach after Jag sent me a link to the video a few days ago and was thinking of selling my XJ for a Mustang (what I started out driving in the early 1980's), even tho I didn't really want to do that. I love my Jag, always have. There's a feeling you get when you slip behind the wheel, push that button and the car greets you. Always put a smile on my face. I always said I hope my Jag outlives me because there is nothing else out there that I want to drive. Their attitude is foul, blaming us for being intolerant and vile hatred. They oughtn't look to us but in the mirror to what THEY did. And as others have said, I've no interest in EV's, actually less than zero interest in them. Hell, maybe soon I'd be able to pick up an XK at a reasonably price. Always loved those too. I just wonder now the looks I get driving past. Used to be "OH wow, look. there's a Jag" as they were really a rare sighting here in the States, now I wonder if it'll be pointing for a different reason.