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And here is why?

Jaguar as the brand was positioned towards a group of people that no longer exist. Or certainly don't exist in any significant number.

By re-tasking the brand as gay - the brand aligns itself with 'style of substance' people with disposable income, who are likely to pay extra for 'fashionable'.

Is the fact we place capital of culture sad, yes.

But given the existing demographic are not buying jags because they either can't afford them, or if they can, they are buying something else.

This might be one of the few cases where it's going woke my prevent the broke.

Fucking sucks tho, my mates dad got loaned a 4.2ltr jag and it was absolute luxury on the inside but would still go like the clappers... He would joke when pushing it that it used so much petrol that if it was coin operated he would be like... "That's a pound, and another pound, and another pound"