Jag FTW. It beats the 3-er on looks both inside and out and based on the review it is better in the driving dynamics department as well. I have always preferred superchargers to turbos.
But to be fair, the Jag is based on a brand-spanking-new platform while the F30 has now been around for a couple of years. This comparison might sing a different tune when comparing the XE-S to the G20 3-series in two years' time.
Either way Jaguar is making a strong statement with this car, and Ian Callum is one of the greatest designers working today.