I understand that Jaguar is suffering from its image.... gays resent the stereotype of owning one, and potential straight buyers don't want to look gay.
Same with the Miata, everyone praises the specs and then says they can't drive it because of the image.
(Thankfully, these are both Ford brands....)
Sorry- Ford owns Jag and Mazda, though really Miata belongs to the latter.
You wouldn't say "Hey I just bought a Ford Miata!"