Jag marketers are the cat's whiskers

All they needed to do is make one clumsy and dated video dragging them in to the 21st century and they have suddenly ceased to be the brand of golfists and top gear culture warriors. Okay so John Prescott showed you can spend your life standing up for workers and still enjoy a comfortable commute. But now they have set fire to all that in search of something interesting.

Eddie Irvine told Clive James that Jaguar was the one brand that could find that sexiness of the likes of Ferrari. Maybe at last they have got it right. Regardless, people are talking about Jag in a way that no one has since the second E Type was driven overnight from Birmingham to Geneva. I’m backing it.