Apparently Jag wanted to target the 3 series buying crowd. The problem is the XE looks even more boring than the 3 series, the rear end is just so dull, especially compared to the IS300H. Based on reputation you would have thought Lexus have designed the XE, not the other way round :)
The XF and XJ are the best looking cars in their segments hence they attracted new buyers but the XE, sorry Jaguar, need to harder....From memory Jag also kept on boasting about 'industry leading use of aluminium' for weight saving, but according to Wiki final kerb weight of the car goes up to 1600kg, that's barely any lighter than the IS300H, which has the weight penalty of the hybrid battery pack.
But than again, if your looking at £40K+ saloons, these days I only have eyes for one car :)