The Jags of today no longer hold the special aura like the Jags of yore. Cheap interiors with lots of squeaks and rattles. Visually same boring 'corporate identity' look on all models.
It's a mistake to put luxury only in flagship models. Many people want small vehicles but same luxury flagship interior...like the small Mercedes A- and C-Class.
Apparently they want to sell a Supercar. It might be the only hope for a true Jaguar.