Jaguar XEThe new 2015 Jaguar XE will compete with the BMW 3 Series by following the ideals of founder Sir William Lyons and feeling alive, revealed group marketing director Phil Popham to MR.

“The car will offer all the rational logic necessary for buyers to consider it, but will add an emotional appeal by being known as feeling ‘alive’.” This, he explained, means the car will be sporty, responsive, fun to drive, fast and engaging.

“Sir William Lyons said a car was the closest thing we can create to something that is alive. This is what we want to put into the Jaguar XE.”

The new XE will thus be a sporting saloon, one that will offer 186mph capability, but which will counter this by also offering a model that emits less than 100g/km CO2. “The design will be fantastic,” added Popham.

JLR CEO Dr Ralf Speth added that the new car will take on the German challenge from the Audi A4, BMW 3 Series and Mercedes-Benz C-Class not by trying to copy them, but by staying true to the Jaguar DNA.

“This is how we will take on the challenge from our German rivals,” he told MR.

Jaguar revealed a teaser image of the Jaguar XE at the Geneva Motor Show – the huge crowds that gathered for the revel of the name and a first glimpse of the car shows what massive interest there is in the model.

It will use engines from the new Ingenium family that will be built at Jaguar’s new Wolverhampton factory, with the car constructed at the firm’s Solihull plant. This currently makes Land Rovers: adding the XE will make it a dual-brand factory.

This will also further enhance its aluminium capabilities and it is the all aluminium architecture – the first in the premium saloon sector – that Jaguar believes will help make the XE so competitive.

“The technical story of it being all aluminium will give us a real advantage in the marketplace,” said Dr Speth.

“Jaguar Land Rover leads the way in this technology and now we are bringing it into a popular new sector of car.”