TWIN TEST JAGUAR XJ 3.0 D PORTFOLIO VERSUS BMW 730D SE:Can the Jaguar XJ shake up the jaded luxury market and compete against the BMW 7 series? PADDY COMYNfinds out
WHAT IF it all hadn’t gone so horribly wrong? What if the economy had not crashed with the banks behind the wheel? What if there were still several thousand people willing to spend six figures on a luxury car? Well if and when they do return, the car firms are waiting, perhaps showing hopeless optimism or safe in the knowledge that there is always money, somewhere.
Jaguar’s XJ is a world away from the car it replaces and hopes to jolt what can be a rather jaded luxury car segment with its bold styling and stunning craftsmanship. But it will have to compete against brands who know that the luxury buyer often doesn’t like flash. BMW’s 7 Series tried flash in the past and it didn’t work out. When Chris Bangle startled small children with the styling of the 7 Series it meant that subsequent models would be more toned down. So is the Jaguar a case of style over substance or does it make a better buy over the sober and utterly competent BMW?
STYLING
XJ ****
7 Series ***
“Wow.” That was what one lady said as she stood and stared at the XJ as it was parked on a busy street during the week. “What is it?”, came the question as she looked side on at the mammoth XJ. You can see why the average observer is going to be rather puzzled by the XJ’s new look.
This is a car which has gone through the most radical of makeover, from what was a low, cramped saloon, with a vintage face into a bold, aggressive coupé-like design. Aside from the badges, you might not know that this was a new Jaguar, although much of the styling cues from the smaller XF have been carried over.
Few will argue about the beauty at the front, but they might question the rear end. We aren’t sure about the sloping rear and those tail lights. Admittedly in the US market – a key demographic for the brand – that styling couldn’t appeal more if they had stars and stripes embedded in them, so it’s the sort of styling trade-off you get from a global model.
The BMW 7 Series is as far down the other line of discreet as the Jaguar is brash. BMW have had their fingers burned from radical design before and you only have to look at the new 5 Series and this 7 Series to see that the Germans have decided to leave radical to other lower brands. With this 7 Series they want to shift units and in lots of markets, including our own, they need to catch up on the big-selling Mercedes-Benz S-Class. It isn’t a boring car to look at but it is much more subtle and harks back much more to the handsome E38 model of 1994.
RELIABILITY & QUALITY
XJ ***
7 Series ****
The Jaguar’s inner sanctum is stunning. It looks like someone ram-raided a top end furniture store then reversed into a jewellery shop for good measure.
The leather, wood, chrome and sparkly features on show are remarkable, as is the way it has been put together. The feeling of being in the UK’s stuffy House of Lords is gone, replaced by a high-end luxury apartment.
The curved dash and centre console dominate. As with the XF, there is a large touch screen and the JaguarDrive Selector is a silver dial that selects the gears and which pops out when you start the car. However, the touch screen system was often slow to respond and was fiddly, especially when used in conjunction with an iPhone to play tracks.
By contrast the BMW isn’t half as striking inside and there are regular dials instead of the computer screens on the Jag. There is still the iDrive system which in 2010 seems pretty simple really. If you can’t operate this, then I wouldn’t like to see you cope with a toaster. But, all the technology works superbly. There is better sat nav, the iPod connectivity isn’t as clever but works everytime and it is easier to operate without taking your eyes off the wheel.
DRIVING
XJ ***
7 Series ****
Both of these are very good. And let’s be honest, they can come with sport settings and paddle shift gear boxes and whatever other sporty intentions you want to add, but they need to do one thing very well at this level and that is to be comfortable. And they are just that. However, when you get to the Portfolio level in the Jaguar and get 20” alloy wheels then even the Jaguar can feel a little jolting at times. While this is unlikely to be a problem around the boulevards of Ballsbridge, a back road in Borris-in-Ossory could present further problems.
The Jaguar is smooth, assured, the gearbox changes with whisper quiet discretion and it is also thankfully easier to negotiate through the streets, despite its bulk. But the BMW just feels better. It is not in regard to downright sportiness, which remains untested. The steering felt a little better and the ride on the 17” alloy wheels were much more pleasant too. Bear this in mind if you happen to be in the chauffeur business. We liked the theatre of the Jaguar more, but preferred driving the BMW. Our rear seat passengers agreed.
ERGONOMICS AND PRACTICALITY
XJ *****
7 SERIES *****
Full marks for both here and there isn’t really much need to dwell on the details. Both of these cars in standard form have generous legroom and some of the best seats in the business. But if you need more space in the rear and if your dignitary is of the particularly fat cat variety then you can have longer wheelbase versions for about €5,000 extra in each case which will, in both cases, have them stretching out like, well, like fat cats.
ENGINES
XJ ****
7 Series ***
It is perhaps a slightly unfair comparison here, because the more natural rival to Jaguar’s 275hp 3.0-litre both in terms of power and price would be the 306hp 740d but the entry point in terms of engine in both cars is represented here, with Jaguar’s 275hp out-muscling BMW’s 245hp. Add to this the particularly lightweight construction of the Jaguar and it means the Jaguar accelerates better than the BMW. However there is little in it and the 740d is a match for the Jaguar in terms of performance. Both engines are quiet and both have a similar six-cylinder gurgle, the Jaguar perhaps sounding a little too muted compared to the generous note of the BMW. Both of these engines are ultra responsive and very hard to fault.
RUNNING COSTS
XJ ***
7 Series ***
This is an area where in most cases you would need to take a deep breath before reading on. Although it has changed in terms of economy and road tax because both of these engines return thankfully low emissions. Both are in tax band E, which is truly remarkable. Where it gets a little worrying is in terms of depreciation. If you have €100,000 to spent on a luxury car then we reckon you can afford to lose a lot of it, but presumably you would like to hold on to some of it. At this level, these cars will depreciate hard, but it would appear from past history that they will be even in how this drop manifests. A three-year old Jaguar XJ diesel will cost you €39,995, while a three-year old 730d with identical miles will cost about the same. That is about €60,000 lost in three years, or €20,000 per year. You have been warned.
EQUIPMENT AND SAFETY
XJ ****
7 Series ***
All XJ models get 19” alloy wheels, bi-xenon lights, parking assist, leather upholstery, walnut dash, satellite navigation, dual zone climate control and the interactive touch screen. You can have this spec for €87,090. Our test model, the Portfolio, added pretty much everything else including massaging seats, adaptive front headlights, four zone climate control, a heated steering wheel and the Bowers and Wilkins 20-speaker surround sound system.
The 7 Series is well equipped at entry-point, although not quite as generously as the XJ at the same level. You do get climate control, cruise control, bi-xenon headlamps and 17 alloy wheels but you will have to pay extra for things like satellite navigation and leather upholstery.
VERDICT
BMW 7 Series wins
A very tough choice but having spent a full week in both cars, the 7 Series was the one we would keep coming back to. We love the XJ. We love its styling and we love the technology but this technology didn’t always work as it should and this was annoying in a €100,000 plus car.
The BMW just felt more at home at what it does and has styling that would age gracefully. There is little to divide these two cars and neither are likely to worry the big-selling S-Class too much. But the 7 Series felt like a better choice for the buyer who wants a good blend of refinement, discretion and purpose. Jaguar’s XJ is brilliant though and so it has to be a contender. Plus, it is better value, which is of consideration for buyers at this level.
Factfile
JAGUAR XJ 3.0 D PORTFOLIO
Engine: 2993cc V6 diesel
Power: 275bhp, 600Nm torque
Transmission: 6-speed automatic
Acceleration: 0-100km/h 6.4 seconds
Top Speed: 250km/h (limited)
Economy:
Urban - 9.6 l/100km (29.9 mpg)
Extra Urban - 5.6 l/100km (50.0 mpg)
Combined: 7.0/100km (40.1 mpg)
CO2 Emissions: 184g/km
Tax Band: B (€630 p.a.)
Boot capacity: 520 litres
Price: €104,060
BMW 730D SE
Engine: 2,993cc 6-cylinder diesel
Power: 245bhp, 540Nm torque
Transmission: 6-speed automatic
Acceleration: 0-100km/h 7.2 seconds
Top Speed: 245 km/h
Economy:
Urban - 7.8 l/100km (30 mpg)
Extra Urban - 4.3 l/100km (48 mpg)
Combined: 5.6 l/100km (42 mpg)
CO2 Emissions: 178g/km
Tax Band: E (€630 p.a.)
Boot capacity: 500 litres
Price: €91,750