This is not your father's Jag—or even last year's XK, for that matter. Jaguar, like Gucci and Burberry, is repackaging and transforming its image to appeal to a more hip demographic audience. The target customers for the XK are those folks who, by the time they have reached their 40s or 50s, are pulling down in the region of a quarter-million a year. The previous generation XK, which went out of production in June of 2005, was Jaguar's all-time best-selling sports model. But Jaguar is now raising the ante, with its all-new 2007 XK 2+2 sports car and convertible, built to compete in the large premium sports car sector.