Jaguar XE and XF shared the same striking looks and race pedigree, creating a dilemma. Customers struggled to choose and, more often than not, let their heads rule, opting for the cheaper XE.

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So, we put their hearts in the driving seat.

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Inviting them to take their senses for a test drive, we fitted customers with heart monitors to track their pulse as they experienced both models. Their heart rates were then overlaid onto the engine readout, revealing how each car truly made them feel.

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Inevitably, the more responsive (and pricier) XF set pulses racing—helping customers make a decision led by their hearts not just their heads.

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