It seems that they have a few major hurdles to overcome, to make themselves attractive to an entirely different customer base.
One is rebranding. It seems like they have already taken that on, with a new emblem and font. Based upon the response here, it is clear that they have succeeded, at alienating traditional Jaguar customers. Time will tell if they new target customer likes the new branding.
Second is an entirely new design of cars, that will be attractive to this different customer. The ad says "delete ordinary", "break molds", "copy nothing", "create exuberant", and "live vivid". It seems safe to say that if these are the new theme at Jaguar, new cars that live to these goals, will almost assuredly, not be attractive to Jaguar's current customers. Again, time will tell if they hit the mark for new customers.
You make a very good point about pricing. Jaguar is still going to want to be seen as a luxury brand. How are they going to do that, with cars that are going to reject everything that Jaguar has traditionally been?