JAGUAR is hoping its new XJ series will persuade drivers of certain prestige German marques to see the light.
And in what is the seventh generation of a range first launched 35 years ago they have the perfect car to achieve it.
Never mind its combination of time-honoured elegance and cutting edge technology, the latest Big Cats also boast prices that the opposition are unable to match.
The range also heralds the return of the XJ6. This is the entry-level car at £39,000 and features a tweaked version of the 3.0 litre engine already found in both the S-Type and Liverpool-built X-Type models.
It remains the only car in its class with a price starting with the number 3.
Opting for the same engine in Sport trim means paying an extra £3,250, but this still keeps the Jag's tab at least £1,000 less than any serious rival.
From a design perspective Jaguar has been careful not to upset its existing customers, so changes have been conservative rather than radical. Result is a more attractive vehicle, but unmistakeably a Jaguar.
It's also a larger car, yet lighter by an amazing 200kg - the weight of a baby elephant.
That's down to an aluminium body, rivet bonded, using techniques from the aerospace industry, and 60 per cent stiffer than before, which makes for a more involving drive.
Cruising down the motorway it's easy to forget you are in such a large car because cocooned by superb multi-adjustable seats and using the perfectly-weighted steering wheel the feeling is of driving something a good deal smaller.
And a boon for smaller drivers are pedals that are now electrically adjustable.
Space was a principal criticism of previous XJs and while it is still possible to feel a little claustrophobic, there's more than adequate room for four.
Like the rest of the range, the V6 uses an advanced six-speed ZF automatic gearbox and offers decent if not sensational acceleration. Its ride though is magnificent and noise intrusion minimal.
A couple of small criticisms. Having spent years telling the kids not to slam car doors, they watched me having to do just that on occasions, because the Jag's so light. And one or two of the plastic parts, like the indicator stalk, feel more Ford than Jaguar. Otherwise this is genuinely magnificent car.
Standard kit includes the likes of sport seats, CD autochanger, reverse park control, sports air suspension, 16-way power front seats, xenon headlamps with powerwash, leather steering wheel and all-black upper environment.
Should you wish to add some extras there are plenty of options, the most attractive being the adaptive cruise control and voice recognition which allows the rear passengers to operate audio, air-con and DVD systems just by speaking.
FAST FACTS
Jaguar XJ6 3.0 Sport
Price: £42,250
Mechanical: 240bhp, 2,967cc V6 engine driving rear wheels via 6-speed automatic gearbox
Max speed: 145mph
0-60mph: 9.0 secs
Combined mpg: 27.0
Insurance group: 15
CO2 emissions: 249g/km
BiK rating: 33%
Warranty: 3yrs/ unlimited miles; 6yrs anti-rust