FIL has a 2010 XF 5.0 NA V8, premium. He LOVES it. I, on the other hand, found 2 problems with it...1) it was sedate - the drive of the car made me want to drive it softer, not harder; 2) for such a giant car on the outside, the inside is just too small. The back seats are claustrophobic and the trunk is smaller (less usable, at least) than his previous 335xi. In the front it feels fine, but the dash protrudes too much.
With that being said, the refinement, luxury, and performance of the car are superb...and for the price, the value is quite amazing. Is it a better car than its competitors? Only in gimmicky ways - but that heated windscreen alone would sway me if I had that kind of cash. The fact that the FIL hasn't seen a fogged windshield since he got the car is very, very jealousy-inducing.