It was Ford-owned Jaguar’s stated goal to focus on the mass-luxury market, producing more models in higher volumes. Unfortunately, sales have slid despite Jaguar’s highest ever dependability ratings — its traditional Achilles’ heel. Perhaps the lack of mass-media advertising support is to blame. When was the last time you saw a Jaguar commercial on TV?

According to Mike O’Driscoll, head of Jaguar North America, Ford has ordered a “bold, decisive change of direction,” adding, “Jaguar has traditionally used new sports cars to reinvent itself.” That was true with the original XK120 in 1948 and the XK E-Series in 1961. It’s true again in 2007.

Walkaround: The 2007 XK remains in convertible and hatchback coupe configurations and its stylish, muscular, aggressive appearance — especially the hatchback roofline and flared rear fenders — bringing immediately to mind what was until just recently another Ford-owned performance machine, Aston Martin. In spite of being the fastest-selling sports car in Jaguar history, the previous XK was a beautifully styled and very fast car — but lacked the pure visceral appeal of the new XK.

The 2007 XK is about the same overall length as the previous version, but nearly four inches wider. The wheelbase increased 6.4 inches for better ride and handling — and added much-needed interior room.

The body is made of Jaguar’s light, ultra-stiff aluminum for lighter weight, which means faster acceleration, better handling, braking, and increased fuel economy than the previous steel-bodied XK. Buyers have seemingly been indifferent to the Jaguar XJ sedan’s advanced aluminum construction — shared by the new XK — so Jaguar is emphasizing its actual performance advantages.

The new XK was originally designed as a convertible — not a coupe with the top chopped off. While Jaguar says most XK buyers have opted for the ragtop, personally, I prefer the coupe’s additional room and versatility.

Interior: Jaguars have always boasted posh interiors, and the new XK is no exception. Its cockpit is luxurious, featuring top-quality traditional leather and burl — with retro-style E-Type aluminum trim available — and of course, superior fit and finish.

Instead of the traditional instrumentation clusters, the new XK has only a speedometer and tach. All other information and functions are handled by an easily used touch-screen information and control center, including a digital display for remaining fuel. All controls are intuitive, ergonomically positioned and easy to use, including the keyless, push-button starter.

Despite the increased use of electronics, Jaguar has wisely resisted going overboard, ala BMW, overwhelming customers with high-tech features requiring a 300-page manual to figure out turning on the radio.

Options include adaptive cruise control, which automatically reduces speed when traffic conditions warrant doing so.

The small rear seats are nicely contoured, but best suited for casual stowage or pets. The convertible has a predictably small trunk with the top lowered, but the coupe has a roomy cargo area accessible via its large hatch, which raises quickly on gas struts that require little effort to close.

Under The Hood: The old XK boasted an available, 400-horse supercharged V8. However, the new XK can easily hit 150 mph with its smooth, 300-horse V8 whisking the coupe through the 0 to 60 drill in 5.9 seconds and the convertible in six seconds. Although it’s rumored a 400-horse supercharged V8 may be offered within a year, Jaguar declines comment.

The powerplant is mated with a responsive 6-speed automatic transmission with Drive and Sport Drive modes. No manual gearbox is offered, and the “J-gate” shifter long used for Jaguar automatics is gone. Lightening fast manual shifts are now accomplished via steering-wheel-mounted paddles borrowed from Aston Martin.

Behind The Wheel: In part because the aluminum body trimmed 199 pounds from the previous coupe and 308 from the ragtop, the 300-horse XK is plenty fast. The XK has a unquestionably aggressive, muscular, yet driver-friendly feel. Handling is superb — especially in fast, tight curves and quick directional changes. The steering had the perfect amount of quickness for my personal driving style, and traction and stability control systems are standard.

The suspension is so impressive the driver can feel each wheel smooth out the bumps. While 18-inch wheels are standard, 19-inch and huge 20-inchers that don’t adversely impact the ride are optional. Powerful new anti-lock disc brakes decrease speed quickly with the first touch of the pedal.

I invariably found myself semi-regularly cruising in my test convertible at speeds approaching 100 mph. It begins hitting that “sweet spot” every serious sports car has at about 80. Even at those speeds, the thickly padded, tight-fitting power top allows conversation at normal voice levels.

Jaguar took great pains achieving the perfect exhaust pitch. The car rumbles softly during idle, is quiet during routine driving — but snarls belligerently under hard acceleration.

Fuel economy is decent — 18 mpg/city and 26/highway.

Whines: While the doors are 13 pounds lighter, they’re long and can be problematic in tight spots. I missed having temperature and voltage gauges.

Bottom Line: The aggressive, muscular-looking new Jaguar XK is a more intense, thoroughbred sports car than ever before. It’s fast with great road manners and superior comfort.

Jaguar claims women liked the softer looking previous generation XK, which was more sexy cruiser than sports car. While most buyers of the new XK are expected to be 40-50 year-old men with minimum $250,000 incomes, consumer clinics have shown women like it too. The coupe starts $74,835, and the convertible at $80,835. My test XK stickered at $84,800. Considering the styling, performance, handling, and overall comfort and luxury, I believe it’s well worth the money.