When even the Guardian says Jaguar might've gone too far, it might be worth a thought.
From memory, North America is/was Jag's biggest market, maybe China. Not sure how this will play out there.
If you look at their obvious competitors, a lot of them look back to their heritage and prestige - they've spent a lot of time and effort to build exactly those brands.
As for potential purchasers dying off, there's a lot more rich middle aged and late middle aged people than rich young kids, and demographically likely always will be. Not a section of the market I'd discount, personally.
To clarify, I want nothing but success for Jaguar and all British car makers. It's in the blood; father, grandfather, uncles, cousins, and me all worked in the industry. I hope it pays off.
In the aftermath of Trump’s victory, the ad already looks like a period piece. But aside from that – I mean, seriously? says Guardian columnist Marina Hyde
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