Jaguar looks to woo younger, richer drivers with $160,000 Type 00

They killed the brand with that controversial add that didn't feature a vehicle.

I once owned a Jaguar xj6l when it was a British car back in 1979. A very refined car.

Good lord,@wallace,I would never have expected that.

Twin fuel tanks?

Well done,sir.

An utter and complete failure. Jaguar is going for another bankruptcy.

i think jaguar would do better going with retro body styling. what’s old is new.

boomers still have the most money. sell nostalgia, not technology, to the largest demographic with the most money.

boomers still have the most money. sell nostalgia, not technology, to the largest demographic with the most money.

In the US and Europe maybe but their future market may be elsewhere.

If only jaguar were not the most unreliable brand in the world for the last few years according to the US dealership combined reports. I had an XK140 coupe in UK storage for years (fantastic for bruising your knuckles when using the stick). Sold it and just about covered the storage costs. how about a Jag2 3.4l, hybrid with toggle switches????

Jags are for old tossers with an inflated opinion of their virility. They think people are impressed when the reality is most are laughing under their breath.

Jags are for old tossers with an inflated opinion of their virility.

If this weren't true before, it's definitely true now after the rebrand. A friend of mine came to pick me up from the Queenstown airport in New Zealand in an XJ220, the car died on Crown range (that's a 'big' hill in normal English) and an hour walk to the nearest help. He was so proud of it too.

So to me, Jags, beautiful looking car, not sure about reliability or build quality. On the other hand, Land Rovers are butt ugly, but lasts forever.

Land Rovers are butt ugly, but lasts forever.

The old ones did but the new ones, especially Range River have terrible reliability.

Not sure who exactly all these 35–50-year-olds are with the disposable cash available to drop 150000 euro on a car - seems to be a pretty niche market.

Anyway, Jaguar already had a distinctive and famous brand, for which there could surely be plenty of demand but the problem in recent years was that they became notorious for unreliability. This complete rebrand and venture into new and unfamiliar territory smacks of throwing the baby out with the bathwater. That advert with no cars was absolutely awful and several years out of date - by the time it came out, people were already getting tired with the corporatist DEI sensibilities that the ad extolled. A bit like the rush to go all electric - most consumers as well as the industry itself are pulling back from that now. Maybe if they wanted to make one car like this, OK, but putting all of the brand's eggs in this one basket seems like a crazy idea to me.

Too many EV wannabes are aiming at that Eu150K price tag for the size of the market that can afford such luxury. Zeekr, Hongqi, Lynk & Co. etc. are going to clean up.