JAGUAR is turning its back on its past and creating a bold new design language with the unveiling of the XF saloon.

Shunning the retro look of recent models such as the S-Type, X-Type and XK, Jaguar has taken a leap of faith with a car that sees the beginning of a new era for the brand.

Challenging convention and setting its own rules, Jaguar says the XF fuses the style and performance of a sports car with the refinement, space and sophistication of a luxury saloon and they promise a driving experience that exceeds expectations.

Jaguar's design director Ian Callum says: "The XF is a stage in a personal journey for me.

"It has always been my career goal to return Jaguar to its rightful place as leader in automotive design.

"Cars like the original XJ6 left a lasting legacy and my ambition has been to create something as seminal. The XF is that car."

With full five-seat accommodation an imperative, the XF is proportioned to provide interior space that challenges for best-in-class honours.

At 4961mm long and 1877mm wide, on a 2909mm wheelbase, the XF is 45mm longer and 25mm wider than its nearest "dimensional" competitor.

The XF's visual emphasis is sporty, muscular and dynamic - a character defined by a sweeping silhouette inspired by the XK, a powerful grille, dramatic side window graphics and, of course, strong Jaguar "shoulders".

Its waistline rises to meet the roof rather than the roof coming down to meet the waist, which improves interior space.

This rising waistline gives the XF a higher tail than any previous Jaguar, providing the benefits of improved aerodynamic performance and increased luggage volume.

At a maximum of 540 litres (500 with a spare wheel) the XF's boot is the equal of anything in the class.

The XF's Jaguar character is defined by its face - centred around a bold intake grille (unlike any previous Jaguar) - which provides a focal point for the feature lines which stream back over the bonnet and cabin while the front lower bumper includes powerful air intakes, carrying chrome "splitter"blades.

The headlamps emphasise Jaguar's design language with the one-piece clusters having a wide aspect ratio that wrap around the corners of the body onto the front wings.

In profile, the new XF follows the Jaguar credo of having flowing, uninterrupted lines. The feature line starts at the outboard edge of the lower air intake, runs up over the front wing, rises into the waistline and then runs around the trailing edge of the bootlid.

At the rear, the bright signature blade, which carries the "Jaguar" script, appears to extend beyond the boot lid and into the tail lamps by aligning it with the clear "windows" of the reverse/indicator clusters.

Detailing on the XF includes a distinctive bright aluminium finisher around the side window and side power vents with the Jaguar name embossed on an "ingot" bar across the centre, while the large "growler" badge is prominent on the front grille and the Jaguar leaper' is added to the rear boot lid.

The XF is fitted with either 17, 18, 19 or 20-inch alloy wheels, the supercharged SV8 being the only car in its class to have 20-inch wheels as standard.

One of the main themes of the interior is the feeling of space - for example the front seats are deliberately sculpted and reduced in size, which liberates space behind and makes access easier.

This is finished in traditional Jaguar style with soft-grained leathers and real wood veneers with a bold, contemporary spin.

Real wood makes more of an appearance than in any Jaguar since the iconic MkII saloon in the 1960s with veneers including Satin American Walnut, Burr Walnut and a very modern, straight-grained Rich Oak.

To this Jaguar adds modern materials, the headlining for example using a technical weave called Morzine. The entire cabin roof and A-pillars are trimmed in this contemporary finish.

Rather than push technology to the forefront, the XF sees many features take the "invisible until needed" approach.

Rotating vents revolve out of sight when not in use and the touch-screen controls many features, allowing mechanical buttons to be reduced to a discreet panel below the screen.

One feature designed to maximise space efficiency is the JaguarDrive Selector which rises into the palm of the hand when the start button is pressed.

Simultaneously, the navigation system initialises to its home page and the rotating vents turn from their flush, "parked" position to their functional open position.

Automatic transmission functions are selected by turning the control with the fingertips. As an example, Drive to Drive Sport selection is accomplished with a simple push and turn action.

Returning from S to D, the rotary control operates with spring-assistance, which eliminates the need to pull the selector.

Front seats are electrically adjustable, with a minimum of eight-way seat adjustment for the driver and front passenger, while the SV8 offers 16-way driver's seat and 12-way passenger's seat adjustment with four-way power lumbar and cushion length adjustment for the driver.

The new XF also introduces the option of active heated and cooled ventilated front seats, with fan-assisted whole seat heating, whole seat cooling, or just squab heating or cooling.

From launch, the XF offers three trim levels - Luxury, Premium Luxury and SV8 - each offering a combination of Bond Grain leather and Softgrain leather in a subtle colour palette.

The Luxury trim level uses non-perforated Bond Grain leather for the seat facings with matching material for the twin needle- stitched facia and door top rolls.

Premium Luxury and SV8 have Softgrain leather used throughout for seats, facia and door top rolls, while perforated Softgrain leather is used on the seat facings to facilitate the fan-assisted heating/cooling feature.

Specification includes Bluetooth in-built telephone system, rear parking sensors and three levels of audio system, all controlled through the touch-screen with iPod and other portable audio player connections.

Options will include a blind spot monitor system, front parking aid and a rear camera parking aid.

The new XF will be available with a choice of four engines - 2.7-litre V6 turbodiesel, 3.0-litre V6 petrol, 4.2-litre naturally aspirated V8 petrol and 4.2-litre supercharged V8 petrol.

Both petrol and diesel V6 engines are offered in Luxury and Premium Luxury models; the naturally aspirated V8 will be Premium Luxury only and the supercharged SV8 has its own unique specification.

Every XF model has shift-by-wire transmission control, with Jaguar's sequential shift system six-speed automatic transmission. There is no manual gearbox option.

Other key driving aids on the XF include electronic brake assist, electronic brakeforce distribution, anti-lock braking system, dynamic stability control, cornering brake control, and engine drag torque control. And, for the first time in a Jaguar, there's understeer control logic, which decelerates the car and helps to restore grip to the front wheels when required.

As well as looking good, Jaguar promises the XF has the driving dynamics to live up to its powerfully athletic appearance.

Underpinned by the stiff platform, wide track and finely tuned suspension, steering and brakes, Jaguar says the XF delivers a dynamic character that provides real driver involvement.

Chief test engineer Mike Cross says: "Two key objectives defined the XF's dynamic flavour - firstly that its driving abilities should match its sporting coupe-like looks, and secondly that it should have Jaguar's unique balance of ride, handling and refinement.

"The XF succeeds on all counts and the result is a very special experience."

Even Jaguar admits that the new XF is a milestone for Jaguar in that every respect signals the future of the marque and this could be vital at current owners Ford put the British brand up for sale.

The XF is available to order now, with prices starting at £33,900 for the 2.7 V6 diesel Luxury rising to £54,900 for the 4.2 V8 powered SV8.

UK drivers will be able to see the XF in showrooms early next year with first deliveries in time for the March 1 registration.