Jaguar has revealed it has ambitious plans to launch 40 new models onto the market by 2016.
Some of the cars are intended to replace the current range of Jaguars and others are all-new models as the company seeks to expand.
The British manufacturer is aiming squarely at the German car makers with its plans and hopes to be able to compete in all the major segments.
A BMW 3-Series rival is planned, albeit more modern and dynamically capable than the much-derided X-Type.
That car will have a range of derivatives including an estate model and cabriolet version and global brand director Adrian Hallmark has said this could become the company's most important model family.
The firm will also use its close ties with Land Rover to create a large crossover vehicle to compete with the likes of Audi's Q7 and BMW's X5.
Jaguar CEO Dr. Ralf Speth has already sought to reassure industry watchers that the two companies will take pains not to overlap.
The plans also include expansion of the company's efforts around diesel, hybrid and full electric technologies.
Hallmark has cautioned against the unbridled hubris of Jaguar's Ford era, but expansion is definitely a priority.