I used Jags website to build 3 typical XFs as I would like them. noted the cost. then found equivalent (engine and performance) BMW and Mercedes models. They were both cheaper model for model by an average of £5,000 for BM £2,000 for Merc. BUT I then went through there build site and matched the equipment to how I had the Jags. and the final prices were both dearer model for model by an average of £5,000 for BM £2,000 for Merc. Thats right model for model the BMW start £5,000 cheaper on list but end up £5,000 dearer equipped. On the Jags I was adding aprox £5,000 of extras on the Merc £10000 and the BMW £15,000 this to get the others close to the XFs equipment. on the top of range model take every option and the SV8 is still less than £60,000 unlike the BMW 550 M Sport. So be careful about model comparisons The XF is so well equipped as standard there will always be a temptation to make unfair comparisons with the wrong model from competition.