The problem here Steve is that traditionally jaguars were an expensive car to buy and so generally all you ever saw in them was older people who had finished paying the mortgage and so had money to spare and spend on a jag. I think this is where the older man image comes from. Now though, with the likes of the jaguar XE starting at the mid 20k mark you will see more and more of a younger generation driving them. Also tell your friend to youtube F-type, F-type SVR, XF-RS, XE 3.0 v6 supercharger and soon to be seen XE 5.0 v8 supercharger, XKR and XKR-S. If your friend still sees them as old mens cars then theres no hope for any of us LOL.