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Unfortunately, it looks like Jag is not going to allow many of the more popular options to be ordered outside of equipment packages. Thus, in order to get a moonroof and folding seats, you have to order the premium package, which comes with all sorts of other crap like a built in garage door opener. Then, of course, there's the sport package (mandatory, IMHO) that costs another $2K. Want heated seats? Gotta go with the cold weather package. And a CD player is not standard, so you have to specify that, too.
Bottom line: For a car that I can live with (3.0, 5 speed, sport package, folding seats, heated seats, and CD player), MSRP will probably be about 41K. While that is about in line with a similarly equipped 330, the 330 can be specced in a much more a la carte fashion, meaning that I can get the options I want while forgoing the expensive premium package (and leather upholstery), and get a car with a list price of about 38K. For me, the Jag is really going to have to be something special to justify the extra money.