I never even ever once considered buying a Jaguar until the new XK came out, and then when the XF launched I knew i had to have one. The XF is simply beautiful on the outside and it is super agressive. Who cares if no one knows you are driving a Jaguar? If the only reason you are driving one to begin with is that you want people to know what it is and for you to be seen driving it then you are a tool bag and need to go buy a beemer. Besides in a few years everyone will know the new face of Jaguar and you will know that its a Jagur coming from a whiles away. Jaguar has struck it right on the head. The old design is dying with its 80 year old+ customer base and Jaguar is attracting new younger buyers to the brand. I think it was brilliant to bring Ian Callum over as his design influence is saving Jaguar from dying with it's old customers.