Would it have been easier to close down Jaguar and start again? Perhaps so. Its Reimagine plan to reinvent itself as a maker of more exclusive, luxurious electric cars throws out everything but the brand name, and the connotations a brand name brings – for better or worse.
For every person who loves Jaguar, its history and its great-looking and handling cars, there will be another for whom the ‘old man’ image can never be shaken.
