Hit the brakes, boomers… the Jaguar relaunch is a triumph for non-binary petrolheads like me

If you’d told me five years ago that boomers would be upset about Gen Z’s newfound love for Jaguar, I would’ve been surprised. Because surely that’s what the older generation wants – the youth of today finally appreciating a century-old heritage brand, birthed in good ol’ Blighty? But, as someone who arguably is Jaguar’s new demographic – a non-binary, self-assured “snowflake” who also identifies as a petrolhead with a penchant for colourful blazers and feeling the wind through my hair as I motor through the countryside – I loved it. Former Aston Martin boss told the BBC that, despite its unique design, he applauded Jaguar’s “brave change of direction”. Jaguar’s investment in inclusivity seems to make more sense, with the brand’s chief creative officer, professor Gerry McGovern OBE, reminding us today that Jaguar was built on the slogan: “Be brave, be fearless and copy nothing.” Not only does this move help them reach a new client base, but it demonstrates they are versatile and adept at change – an ethos I very much endorse.