In a World of German Engineering and Italian Leather can the British car still cut it? Nowadays the corporate automotive market is well catered for; with Audi, BMW and Mercedes all competing there's little room for the likes of Jaguar.
Indeed, Jag is finding it increasingly difficult to preserve their luxurious image with Mercedes aiming at the same upmarket consumer.
Not so long ago things were looking good for Jaguar; Mercedes had lost a lot of its quality profile and people were more interested in the traditional British alternative.
However, with the launch of the beautiful CLS and set to bring out a new E-class, Mercedes have firmly re-established their image of old...
people are now paying over £150k for an AMG S-class (that's more expensive than a Bentley Continental GT).
Despite the recent launch of the undeniably good-looking XK, Jaguar is struggling.
Mercedes offer a nice little sports car themselves in the SLK and this appeals to a wider range of people, even Clarkson's got one! The XK's good looks obviously have been subject to their sister company, Aston Martin, and that's no bad thing but with Aston offering an even better looking V8 Vantage there's enough people willing to stretch the extra mile to buy it over the Jag.
So with the future of Jaguar uncertain, its fans will have to hope that the next models can turn the tables.
In the meantime lovers of the British motorcar will have to look elsewhere; to the brands that aim at the more refined and wealthy individuals.
So where do the uber rich marqué of customer go to buy a car? Well, naturally to the biggest name in the business...
Ferrari.
And who could blame them? Ferrari aren't where they are today because they make bad cars.
No, they take engineering to a whole new level.
After testing a 360 on the track not long ago I can tell you, they're amazing machines.
The sheer sense of theatre and infatuating aura of power send an adrenalin rush right through you...
and that's before you even touch the throttle! It sets a grim scene for the British motorcar then? Or not.
You see, the problem with the German saloons and Italian supercars is that they're so clinical.
Everything is technically brilliant and precision engineered but that means there's no room for a cars personality.
Anyone who started life driving an old banger that was bought off the neighbour will know what I'm talking about.
Its that quirky relationship that develops; where you know the car will only start if you turn the key in a certain way.
So out goes Ferrari and in steps the effortless grace of Aston Martin.
The timeless beauty of the DB9 will put any European car to shame.
Hell, this car is so good-looking people blush when they see it! The Aston is not the speed daemon the Ferrari can claim to be, but who cares? Is there any other brand that offers so much style, image and class in one package? Lets face it; James Bond wouldn't drive them if they didn't.
Ok, so maybe it won't start every time but that's the sort of thing that makes this car special; it doesn't matter.
Aston's of old always portrayed the traditional Englishman with pomp & circumstance to boot.
They gave a subtle but clear image of superiority; not for the flashy show-offs were these cars but for the refined, cultured individuals with taste.
A fact clearly displayed in the Aston Martin 'Rapide'; set to launch 2008, even a four door can offer these eminent features.
That Ladies and Gentlemen is what the British motorcar does that none other can.
There will always be an air of authority around the British car, where people will admire the European perfectionists they will pine and ache for the ever-long class of the British rivals.
As finer display as any can be seen in the Bentley continental GTC.
Has any convertible ever commanded such respect? This car echoes everything the Aston has to offer.
Pure class and utter luxury.
A symbol of wealth has never before been so attractive.
Well, unless of course you turn your attention to the Rolls-Royce drophead coupe.
This is the perfect example of the modern British motorcar image.
Exclusive, powerful & yet desperately tasteful.
So do not fear for the British motorcar, the world it seems understands the passion wrapped around them.
With Bentley, Aston Martin and Rolls Royce all expanding it appears the industry, and indeed the heritage infused within it, are safe.