How Jaguar lost its way long before that controversial advert

BBC"Jaguar has no desire to be loved by everybody," said Gerry McGovern as he strode across the stage on a slightly chilly evening in Miami last week. It was a bold statement from Jaguar Land Rover's creative director, but it summed up the aura around the relaunch of one of the UK's most famous brands.On 18 November, a short teaser ad was released that ignited social media. Lasting just 30 seconds, it showed…