Being a loyal Jaguar fan, son
Being a loyal Jaguar fan, son of a, since passed, jaguar fan, I don't think Jaguar has necessarily lost is past direction. The new models stand out every single time when put in a line of its competitors. Yes, they conform to more modern styling cues, but there's no mistaking it as aJaguar. Put an XF beside a 5 series BMW and there's no contest!!
What I think has happened is more likely that so many "economy" brands are inspired by new Jaguar models, (and let's face it, you see 100 Kia's to every one Jaguar.) that some think Jaguar has caved in.
AND, Jaguar languished far too long pushing a dated, tired line up, not that those models weren't beautiful, so much so that many Jaguar fans couldn't see past them. William Lyons would NEVER have let the XJ continue as long as it did in the former style.
I'm glad to see Jaguar making a comeback and I'll be the first to try an SUV! I do wish they'd get back to serious racing. And bring back the XK! Now there's a chance to really pull out all the stops!