Two things are guaranteed to sell cars: rarity and design.
When a car is both rare and beautiful, it’ll sell for big bucks no matter what’s under the hood. When an everyday car is beautiful and affordable, hundreds of thousands of people will write checks and proudly show off their gorgeous new rides.
There’s no question that Jaguar currently builds some of the most handsome vehicles on the market. It always has, with the possible exception of the unfortunate-looking S-Type. The one time it ventured into supercar-dom, it hit a home run with the XJ220.