I must admit the lustre did come off a bit with the X-Type debacle.

In the last ten years I have tried to include Jaguar each time I changed car and every time it has gone wrong for some reason. I love the XJ with either the 3.0D or 5.0V8 but this was the only model that got close. Then the pricing and finance made it fail totally. I think the decision to have a root to tip clean out will prove to be a good one. Especially given the cross over of J and LR with the F-Pace etc. I wish them well in this even if it should have happened long ago.

The current XE and XF models are great in theory but the details mean I no longer even read the road tests.

Until the very recent update of the entertainment systems (PiviPro) they were awful.
Unless you spent a lot on upgrades (10-20k) the specs were poor.
Their PCP programs for business users were way over the top. It made them uncompetitive. As did the issue with options being so heavily needed.
The reliability was poor in many cases, people don't have time for that when a Kia has a std 7 year warranty for example.
Some of the materials felt like ultra thin sticky back leather on card, interior door cards often got damaged as they were too thin.
I find it odd that they moved into SUV's even if they were meant to be more sporty and yet had LR alongside, messing with the brand position.

It was not a premium experience and it was a confused marketing statement.

Love the design
Love the Autobiography XJ's
Love the style of most of the LR's
Love the handing and driving experience
Love the cabin layout and style

They need to fix the problems before I would consider buying one again. Given the way Volvo and others are coming after their market as well as Kia and Hyundai are really improving they need to clean up the whole go to market. Pity it took and BEC forced change and new boss to make it happen.

Everyone loves a Morgan. Even me, unless it's broken again.