Jaguar's upcoming new midsized sedan, the so-called 'XS', will be a segment leader, a technological tour de force, an offering 'better than the best' offerings on the market.
Speaking with Britain's Autocar this week, Hallmark said buyers can look forward to a sedan that "looks and drives like a Jaguar", features the highest technology ever offered in the segment, the most efficient engines and the most refined feel.
“[we will] build the most advanced, most efficient, most refined car in that segment. Not almost as good as, but better than the best in the world," Hallmark told the magazine.
Big words, and a sentiment not dissimilar to boasts made of the F-TYPE roadster before its launch.
Driving the hot new sports offering earlier this year, TMR's Karl Peskett praised the F-TYPE - yet suggested it falls short of the capability and refinement of Porsche's Boxster S, a leader in its class.
Can the 'XS' - known internally as the X760 - step up as a genuine best-in-class midsized sedan?
For that matter, will Jaguar's new SUV - teased by the recent C-X17 concept - be able to outperform Porsche's Cayenne, the BMW X5 and Mercedes' M-Class in the prestige SUV market?
Time will tell, but with the already impressive new Range Rover models likely to donate much of their technologies to these new cats, Jaguar is off to a good start.