The price of the Jaguar XF has always been punchy, going head-to-head with German rivals rather than trying to sneak sales by pricing slightly more cheaply.
That's a reflection of the fact that Jaguar - and its customers - believe the XF is a product worthy of taking on the others at their own game. In like-for-like spec, sometimes it is even more expensive than the alternatives.
Despite returning impressive real-world economy, the Jaguar XF equipped with either 2.2-litre engine emits marginally higher levels of CO2 than the automatic BMW 520d and Audi A6 2.0 TDI. That means the taxation costs are accordingly higher - and that Jaguar XF buyers facing company car tax must be wary of.
The 3.0 V6 petrol only makes financial sense for buyers covering low miles, and even then the steep depreciation should ensure they weigh up the diesel alternatives carefully.
The Jaguar XFR, meanwhile, should never be bought by antyone who needs to keep an eye on running costs.