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The S does use something like 40% Ford parts, so it is true that in no small part it isa Ford.
That, and the fact that it looks like a Taurus with a funny grille.
I represent several Jaguar dealerships - they are having a hard time moving cars, even here in So. Cal. The sales numbers are very, very surprising - on the low side. Most of the blame is put on what most in the auto industry consider a poor product line. The X type is viewed by most as nothing more than a gussied up Ford. The public knows it and seems to not like it. The S suffers from that, too, and the XJ, even the brand new one, is viewed as hopelessly dated (ironically, the new XJ is fairly technically advanced, but that's all below the surface).
It seems to be a confused product line that does not appeal to many anymore.
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