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I'm not sure if Dynamix, a UK company, is still in business. If not, then search the internet for other companies that make factory-matched, water based auto leather dye that you apply with a small sponge, not a spray can.
You will find several threads on this topic across many of our Model forums. It's especially an issue with X308's. See my post #4 in this thread for a "before and after" example: https://www.jaguarforums.com/forum/x...er-dye-213971/
I've used Furniture Clinic products several times and always had good results. If you trawl through other threads on the topic, you will find Leatherique and Gliptone equivalents are also recommended.
That's not wear, that's damage, caused by some object coming into contact with the leather, just once by the look of it. A commonly-worn belt buckle, for instance would leave a succession of little marks almost on top of each other.
I use a Scratch Doctor leather touch up pen, matched to the Jaguar trim code from the door pillar plate. Excellent.