Big ugly grill, odd back and called a Sedan.

Mmm which market are they going for.....

For it is here! Fresh, stylish and unbelievably sexy. Three words you could never apply to rivals from Germany or Japan. To recycle the brief line from MG's ads a few years back: Bought a BMW 7-Series recently? Kept the receipt?

However, a small tug backwards on your coat Alun. The main reason why the heritage card was being played so heavily at the launch was down to the leap (tenuous pun, sorry) forwards in the styling and how this is very much hauling Jaguar back to three of the four principles of the company; beautiful styling, opulent luxury, rakish performance and outrageous value for money. At a starting price North of £50k it's easy to see which USP they're ignoring, if only for the moment. But if you consider that the XF and XJ are the first completely new design direction in 34 years then you can understand the determination of the management to not let people think that Billy Lyons has been forgotten.

Right, onto the hybrid stuff with the bleeding obvious to begin with. They certainly won't be first. Let Fisker with his shamelessly plagiarised concepts do the spade work of gaining initial public acceptance. The market won't develop until the major players do some unveiling, and that won't happen unitl they've got the models closer towards customer expectations. But the company should not be afraid of buyers wanting hybrids. Such commercial timidity caused far too much dithering at Whitley until they finally shoved a diesel out the door - which promptly sold very well indeed.

Lastly, and I doubt I will be first with this remark, but is the second picture in your article a McPherson strut?

Dear oh dear........

That is an ugly jag, thus they have already messed up Jag's heritage.

Don't get me wrong, its not an ugly car, its an ugly jag.

-ano

I think 'leccy is a slang term for electricity used in Liverpool and other parts of Merseyside

Back to the car, very nice but I think if they've had to bring in the world's sexiest model then Jag aren't hopeful it would sell on its own merits.

Is an eJag going to pull those greenie chicks?

Looks rather ok, yes, the interior designers will get over their "blue LED" phase sometime and the grill ist too large. Overall still a quite good looking car. The skimpy blonde thing is a bit superfluous, though.

But with all said and done: I´d still go for a DB7 anytime.

>try bringing out a smaller more affordable car in a recession, if aston martin can't shift 'em jaguar has no chance.

Hmmm, do you not remember the X Type and how vilified Jaguar were for attempting to go for the mass market? Following Porsche's model seems much more sensible: small numbers of cars sold but with a high margin.

I will be buying one of these just as soon as that lottery win comes through...

We've been down this road before.

The term was coined by Sir Humphrey Davy who had a couple of stabs at naming it, including calling it aluminum for a short while, before aluminium was settled upon. This was used by chemists globally, including the US, and then what is commonly thought of as an American word (which as you can now see wasn't) began to be used predominantly towards the end of the nineteenth century. Why? Lord knows.

So Alex, if anyone's aim is off it yours. Rather like the US military some might say, but I wouldn't be so churlish, oh no.