• MSNBC, Thursday, March 27, 2008 11:47 AM

Despite a revival in its flagging quality, Jaguar hasn't kept up with the times--particularly when it comes to style--since Ford acquired the British nameplate in 1989. As a result, it is suffering from an aging audience, according to George Magliano, director of automotive industry research at Global Insight. "I don't think people under 60 are aware of the luster of the Jaguar brand name," Magliano says.

Ford has let the look of Jaguars age, agrees Jonathan Linkov, Consumer Reports' managing editor for autos. Its flagship, the XJ, has kept the classic Jag look from the 1950s and '60s until very recently. That look might appeal to Jag aficionados, Linkov says, but not to a broader group of consumers.

In fact, all of Jaguar's main models except the XK sports coupe have deviated little from the old-fashioned Jaguar look. Still, one indication that the Big Cat may be able to turn the corner--at least in terms of style--is the C-XF concept, which made its debut last year at the Detroit auto show. The sedan indicates a bold new direction for the automaker, says Linkov.

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