Jaguar.
Cars are cars. Looks like they've realised they are no different than the rest of the platform (albeit premium)... only way to go is to sell an idea. People want to be part of an idea / however obscure and different to the heritage and rhetoric it is.
"What size should we have the font for the priorities on the wall to really emphasise the importance?"
"72?"
"Fuck yeah, that sounds huge. Let's go with that"