The Jaguar brand, once dismissed by its own leadership as lacking any real value, is undergoing an unexpected resurgence in popularity. Despite halting production on new models, the marque’s older vehicles are gaining renewed appreciation – even reverence – among car enthusiasts. This shift raises the question: why are Jaguars suddenly cooler now than they were just a few years ago?
The Allure of Absence
The timing is key. Jaguar’s current production hiatus might be a major factor. Like a band that breaks up at its peak, the brand’s temporary absence seems to be fueling nostalgia. The saying “you don’t know what you’ve got ’til it’s gone” appears to hold true. This phenomenon echoes the cult following of Saab, where quirky, endearing features overshadowed the cars’ later reliability issues. People remember the good times – spinning cupholders, hidden buttons, and unique design choices – and conveniently forget the flaws.
The Rise of Retro Jaguars
Several models are leading this retro revival. The latest-generation XJ (discontinued in 2019) is now widely admired for its understated elegance. Older XJCs are increasingly sought after, and the XJS is enjoying a style renaissance. Even early XK8s, once considered unremarkable, are now seen as emerging classics. Even the previously derided S-Type R is experiencing a second look. This isn’t just about rarity; it’s about a growing appreciation for Jaguar’s design heritage.
Selective Memory and the Type 00
Nostalgia tends to filter out the less glamorous aspects of a brand’s history. The F-Type’s success doesn’t negate the existence of the E-Pace, and the XJ doesn’t erase the X-Type. However, nostalgia allows for selective memory, focusing solely on the positive. Jaguar itself seems aware of this, with its recent Type 00 campaign initially failing to connect with audiences due to a lack of historical context. The brand has since course-corrected, incorporating iconic models like the XJS and E-Type into its marketing, leaning into the very nostalgia driving its current resurgence.
The Future of Cool
Jaguar’s current cool factor isn’t about what it’s building now, but what it has built. The absence of new cars is ironically strengthening the brand’s appeal. By relying on nostalgia and emphasizing its design legacy, Jaguar is tapping into a powerful emotional connection with enthusiasts. Whether this momentum will translate into future success remains to be seen, but for now, the brand’s past is proving more valuable than its present.
