A prestigious badge is not always enough to denote a true luxury car. If you suspect that some are merely tarted-up family sedans with a bit more horsepower and fancier upholstery, then the 2010 Jaguar XF stands ready to remind you of what a true luxury/performance sedan looks, feels and drives like.

A car wearing a prestigious brand should advance the state of the art in luxury. The Jaguar XF range – newly fortified for 2010 – does exactly that.

A true luxury automobile must offer distinctive design, and there’s no doubt that the Jaguar XF fits this criteria. From its bold mesh grille to its sculpted hood lines and coupe-like silhouette, the Jaguar XF is clearly not following anyone else. Under that sculpted hood, you’ll find nothing less than V8 power – four different V8s, in fact. No other luxury brand offers such a choice, and some are still only six-cylinders entering the XF’s price range (starting MSRP $52,000).

The 2010 XF comes standard with a 300-hp 4.2-liter V8 and will take you from zero-to-60 mph in just over six seconds. That’s very quick, and it happens with a turbine-like smoothness that only a V8 as advanced and refined as the Jaguar’s can give you. Meanwhile, the XF is rated at 25 mpg on the highway, which is comparable to some six-cylinder competitors.

The XF Premium, at a $57,000 MSRP, boasts an all-new 5.0-liter V8 for 2010 with 385 hp. This V8 is teamed with a new six-speed automatic transmission with sequential shifting and paddleshifters – for those so inclined to take command of the gear shifting.

The new XF Supercharged, at $68,000 MSRP, can run from a standstill to 60 in under five seconds with its staggering 470 hp – and there’s one more step to go! Representing the pinnacle of Jaguar sedan performance, the all-new XFR (MSRP $80,000) is a 510-hp machine to be reckoned with.

The XF is far more than an engine story, however. Both the XF Supercharged and XFR step up chassis control with Adaptive Dynamics (suspension damping control) and Active Differential Control. Together, these technologies endow the XF with a smooth ride and sporting moves that live up to the Jaguar tradition.

Of course, the XF gets more luxurious and more powerful as you go from one model up to the next – that’s expected. However, you should know that the standard XF already starts at a higher level of luxury than cars such as the Mercedes-Benz E-Class and BMW 5 Series. Those cars come standard with vinyl upholstery!

A quick comparison between the XF 4.2-liter and the Mercedes-Benz E350 reveals that with the Mercedes-Benz, you must pay extra to get the leather, heated front seats, navigation system, iPod connectivity, keyless start and SIRIUS Satellite Radio that are standard in the XF! The XF 4.2-liter also gives you standard 18-inch alloy wheels.

The XF takes you deeper into British luxury craftsmanship as you step up the model ladder. The new Portfolio Package on the XF Premium gives you soft-grain leather for the seats and doors, twin-stitched, contrast color leather for the dash top, warm Suedecloth headlining, Figured Ebony wood trim and premium carpet mats with contrast edging. The luxury details are spellbinding!

You’ll find these same luxury touches in the XF Supercharged, which also sports Rich Oak veneer (unique to the XF Supercharged), a 440-watt Bowers & Wilkins surround-sound system, HD radio and a heated steering wheel. The XF Supercharged rolls on unique 20-inch “Selena” alloy wheels.

Such is the depth of luxury and performance in the Jaguar XF that the 57-page brochure makes for enticing weekend reading. In closing, consider these three impressive features. The absolutely unique JaguarDrive Control, a cylindrical transmission selector, rises up from the console when you press the pulsating “Start” button.

In the XF, you can simply speak your wishes to activate the Bluetooth phone connectivity, even the settings on your iPod. To turn on interior lights, you merely run your finger near the switch – no need to even touch it. We call that JaguarSense™. You’ll call it true luxury.