.... and they are going to alienate a lot more customers by doing this .....
Doubtful. The number of people who specifically would have bought a Jag but who won't now because of this is probably minimal. As shown by this thread, those people are probably going to buy American anyway (BTW, Jag is owned by Ford). On the other hand, many gays, who have excess disposable income and the style sense that Jag appeals to, are going to consider them simply because Jag is openly going after that market.