It will not last .... No manufacturer can or should deny it's heritage. Even MG have come full circle, back to releasing a small convertible sports car. Jaguar is an iconic brand that has always made beautiful sports cars. Marketing people have always been the main cause of collapse of any brand and the whole lot of them should be locked in a room together. IMHO, the un-necessary wokeness of the adverts is just going to alienate all the traditional Jag buyers past and present and the younger demographic that they think they are targeting are not interested in these sorts of cars. The ones who are, will go out and buy a Ferrari or Lambo. Good luck if they think they will compete head on with Rolls Royce in the upper luxury end of the market.