Porsche's done it, Maserati and Bentley are about to do it, and now Jaguar is telling the world that it's planning to jump on the sacrilegious-but-profitable SUV bandwagon.
This official teaser shot gives us a taste of the C-X17 concept car that will be unveiled at the Frankfurt Motor Show next Tuesday.
Jaguar is remaining tight-lipped about the specifications for now, but has stated that the C-X17 introduces Jaguar's new highly-advanced, modular aluminium architecture.
It is believed that this platform will underpin all future Jaguars, including the upcoming 'baby Jaguar' that will take the battle to BMW's 3 Series once again, albeit in a far more upscale form than the ill-fated, Ford-based X-Type.
Although the teaser shot doesn't reveal too much, it does show that the concept will incorporate many of Jaguar's contemporary styling features, including a shapely shoulder-line, sloping roofline and taillights that resemble those on the new F-Type.
But will the presence of an SUV dilute the Jaguar brand name in your eyes?