If the adage that ‘there’s no such thing as bad publicity’ is true, then Jaguar has had an outstanding time of it recently. But I think plenty would disagree given the furore around Jaguar’s marketing campaign, which has left many cold.
But Autocar has always been optimistic and we choose to be so now. Jaguar has got it wrong before but it has also had some of the most spectacular highs in automotive history, such as the XK120, D-Type and E-Type. These great cars come from a time when Jaguar was ploughing its own furrow, not when it was trying to be BMW. The upcoming EVs may be controversial but they’ll represent Jag playing its own game.
If Jaguar is to be a success in future, the future starts with…
