I think that part of the problem is that the Jaguar lineup isn't that big. People aren't able to evolve with the brand so they go to another brand to meet their needs. I think that Jaguar is taking the right steps to address this problem though.
I haven't heard much about Jaguar reliability one way or the other but that makes me feel like they are probably fine. I would guess that they are more reliable than a brand like BMW.
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