While there’s no question that there’s a lot riding on the success of the Jaguar XE, the reality is that it can’t compete on a truly playing field with the likes of the Audi A4 and BMW 3-Series. That the XE is good enough to transform Jaguar’s sales both in the UK and worldwide is not in doubt, but BMW sold 38,649 3-Series in the UK last year compared to Jaguar’s total sales of 18,401. Initially at least, the XE is likely to be little more of an annoyance to the 3-Series rather than a serious threat in the sales charts. But as a crucial car for Jaguar, it is still a threat and very impressive one at that. Expect a few sleepless nights in German offices come May...

 

Do we want Jaguar to be churning out tens of thousands of the same thing though? One of the reasons for having a Jag is that it is that little bit different to everything else on the road so if every 2nd car is one then they will lose their allure.
I've nothing against BMWs really (BMW drivers on the other hand, different matter) but don't even give them a second glance unless it is an 8 series or 635CSI or similar.

 

Either each new Jag is more important than the last it seems! I remember when they were saying how important the FTYPE was.

 

Current 3-series owner here (E90). Personally cannot wait for the XE to come to this side of the pond. To me, Jaguar right now is where BMW was in the 90's; 3 good sedan offerings all with their own identity, a badass sports car, and an SUV on the way. All of these vehicles offer great driving dynamics (so i'm told). But I really like how few jags I see on the road, makes me think that i'll have something special when I finally get mine.