Jaguar branding
I’ve discovered the world of jaaag in 2021. I was just shopping for cars and did not have a lot of expectations from viewing a 2006 XJL (4.2 NA). Until I set in driver seat. That’s the moment I fell in love with it and realize I won’t walk away without buying her. Mind you I’ve already had Merz W221 S600 so the bar had already been quite high.
I’ve also purchased a 2010 XJL 5.0 NA in 2023 and she has been my daily driver ever since. I’ve genuinely enjoyed the tvo cars. They are special. The interior is amazing. It gives the luxury feel at par with Bentley, and the forms inside look more elegant and thought out than Bentley’s.
I also find jaguars exterior to be well ahead of this time. The XJ model presented in 2009 is still relevant in 2026. Sharpen a few lines, make the curvatures of the rear arcs more aggressive, some new optics, and you would never tell this is not 2026 design.
The reliability is somewhat of an issue I’m buying that, but that’s the consequence of where I’m heading with it, not the cause.
So here’s the question I keep asking myself. Why does such a beautiful and unique brand gets underpositioned properly. It’s really a shame that they can’t get in the same line with Bentley, Aston and other luxury brands cause it really is an incredible car. Why did I not see Jags product placement in the movies, magazines and silently injected in articles, books, etc to position the car at the altitude it deserves? It would have solved so many issues for the brand and unleash extra profit for better engineering and producing more reliable cars. Really curious what you guys think. Is it the corporate curse of the company and some vicious loop or what is it? Is it the corporate culture where hopelessness and disbelief in becoming the best just flies in the air of the offices, board rooms and plants?
I really wish that gets to change with 01 release. It’s just such a beautiful brand…