Matt Prior

Have Jaguars recently become cooler?

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A brand that was described by its own chief creative officer as having "no equity whatsoever" in the middle of 2023 now feels to me like it has quite a lot of the stuff, despite having introduced no new production cars since.

In fact, in terms of production models, what we had in the middle of 2023 is rather more than we have now, because all Jaguar production is suspended until its new car arrives.

Yet do I feel a lot warmer about Jaguars - or that they're cooler, as you prefer - than I did three years ago? I think so.

I notice, in particular, every latest-generation XJ that I see a car that went out of production in 2019. It was handsome when it was launched but only seems to have become more so.