2009 Jaguar XF Defines New Look at LA Auto Show

By: Ben Preiss - Nov 15, 2007   Updated: Mar 31 2011
References: crave.cnet & jalopnik
It's definitely a departure from the classic Jaguar design, is it an improvement? I don't think so unless you call looking less like a Jag and more like a Bentley/Infinity cross an improvement. Jaguar made this mistake in the 80's and ended up returning to the classic look, people buy Jags because they look like Jags not something else.

Implications - The luxury automotive industry has persisted throughout many decades because consumers see their vehicles as a status piece that provides commentary on their finances. Thus, luxury auto companies are seeking new ways to reinvent their products in order to suit the ever-changing population while maintaining their brand and still appearing attractive.