The problem with 'brands' is they have to change 'identity' over the years and decades to hopefully appeal to existing customers and, importantly new emerging customers.......or disappear.
The values that propelled Jaguar as a luxury saloon and sports car manufacturer in the early 50's through to the mid, late 60's and early 70's have changed. The 'old school' customers are long gone. Today's customer has differing requirements. Best of luck to Jaguar against the might of Chinese manufacturing giants........(who are effectively helped by our very own government). 'Helped' you may ask? - HMG only apply the standard 10% import duty on Chinese vehicles.....European and most other world economies apply additional anti 'dumping' taxes on Chinese imports - here in the UK we don't apply further taxation, thereby making the UK a major 'honeypot' for unloading China's excess vehicle manufacturing capacity.