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Someone who commented on that video made a good point:

Let's not get carried away here! Jaguar PR invited this guy to Spain, he flew first class, they gave him a 5 star room, some fine wine and food..., you get the picture! The BMW 3-series isn't an icon of today's motor industry because the engineers in Munich once got lucky and built a good car, not at all, but because the 3-series stood up to the test of time, the most important one of all. It's a car that delivered driving satisfaction to its owners generation after generation. My father bought last year a 318i from 2002, with 110.000 miles. Let me tell you this: that car doesn't miss a beat! It pushes like an ox and still has a great suspension. Maybe in 15 or 20 years time, someone will say the same thing about the Jaguar XE, but, until then, the BMW is still the King of the sport sedan segment, in my eyes, and that's from a big Mercedes fan!
Looking at the mass of reviews from publications and folks like ourselves for an overall general understanding is where its at but this is where it should start for anyone seeing a comparison like this for the first time.
 
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