If they price this right it will sell like crazy. I bet it takes a big chuck out of 3 Series and C Class sales.
XF = 5-series / E-class
XE = 3-series / C-class
...and if that's what you meant, then I fricken agree. No way I'd take either of those over the XE, assuming pricing is equal or in favour of the Jag.
Though, not like FGCs are any more (or less) 'reliable' than Jaguars (as far as perceptions are concerned).
While I liked the interior of the new C-Class, I don't like it enough to choose it over the XE. The 3-series has become too ubiquitous for my liking.