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The Latest Cat…

July 10, 2009
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I read a stat a few years ago that BMW was not only the most searched auto brand, but also the most actively avoided.

It makes sense.

On the one hand, BMWs largely live up to the brand promise of the “ultimate driving machine”. But they also have a stigma about them (if you’ve ever heard the joke about the difference between a BMW and a porcupine, you know what I mean). The same’s true for Lexus, Cadillac, Lincoln. Luxury brands tend to be polarizing. They attract partisans.

And then there’s Jaguar.

Nobody seems to hate Jaguar. At least, not with the vitriol reserved for BMW, Lexus and the others. Don’t get me wrong, the brand has its detractors, but for the most part one senses pity and disappointment over squandered potential. Disappointment over rehashing instead of modernizing the designs. Disappointment over the S-Type, then the X-Type, both based on Ford platforms.

But recently Jaguar’s been getting on the ball. The new XK is brilliant. The XF is equally so, and represents a major departure from the staid old styling that dominated the brand for so long.

And now, Jaguar’s introduced the new XJ. And…wow. I don’t typically go for full-size luxury sedans. I could care less about the BMW 7-Series, the Mercedes S-Class, or the Lexus LS. But I dig the new XJ.

2010 Jaguar XJ

2010 Jaguar XJ

2010 Jaguar XJ

2010 Jaguar XJ

2010 Jaguar XJ

2010 Jaguar XJ

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