Jaguar's C-X17 crossover concept has certainly worked them up into a lather at one particular British motoring media outfit, which has now broken the embargo on press information for the car twice.
What we can additionally tell you about the new concept car, which is still a day away from its global unveiling in Frankfurt, is that the C-X17 measures 4718mm long and 1959mm wide, placing it in a pocket of the market where it can tackle head-on BMW's X3, X5 and X6 models combined.
It's shorter in length than the X5 and X6, but wider than the X3 and X5, as well as being 70mm longer than the X3. With a wheelbase of 2905mm, the C-X17 is 28mm more compact than X5 and X6, but well ahead of X3.
And, with a height of just 1649mm, the Jaguar is lower than all three of Munich's SUVs. Perhaps more importantly, that places the Jaguar well clear of Land Rover's Freelander and Evoque twins.
Clearly the new model, which we understand is definitely going into production by 2016, is aimed at delivering maximum punch for the money – targeting volume-selling SUVs from the three German prestige brands across different model size strata.
Jaguar sources have not revealed why the C-X17 will not go into production until after the 'C/D segment' small car that shares the same platform and is scheduled to enter production from 2015, but given stablemate Land Rover already has a reasonable swathe of the SUV market covered, a rival to the 3 Series and C-Class seems the more pressing matter on the company's new product agenda.
The X-Type, which was Jaguar's previous attempt to snatch market share from 3 Series and C-Class, failed to engage market interest around the world (with Australia being one of few exceptions).
It's very likely that the new aluminium monocoque platform (codenamed iQ[Al]) for the production version of the C-X17 and the new small sedan will also be employed in other Jaguar models, including the XF successor.
And it's possible down the track that it may be shared with Land Rover's Freelander and Evoque models, although it's recognised that the next Freelander will remain a steel monocoque-based vehicle with some aluminium panels.
Jaguar will build the C/D sedan at a new body shop at Land Rover's Solihull facility, and presumably the SUV will be built in the same plant. It explains the mysterious fourth body shop at Solihull when motoring.com.au visited the plant back in May.
In keeping with similar construction principles for previous (and current) Jaguar models, plus the Range Rover and Range Rover Sport, the iQ[AI] platform will be "extremely stiff" and very light. This should confer good ride and handling characteristics on any new car employing the technology, while contributing to much lower fuel consumption figures and CO2 emissions.
Jaguar hasn't revealed what engine, if any, is under the bonnet of the C-X17 concept car, but by the time it and the new mid-size sedan go on sale, they'll be powered by a new range of fuel-efficient engines that will shortly go into production at JLR's Wolverhampton (UK) facility.
Construction of this facility is costing JLR and parent company Tata somewhere in the vicinity of £500 million, but that cost will be amortised across the entire Jaguar Land Rover range. According to the manufacturer, the new engines will offer CO2 emissions below 100g/km and top speeds of 300km/h.
Both diesel and petrol engines will be built at Wolverhampton, with the C/D sedan to arrive with an all-new four-cylinder engine owing nothing to previous engines, according to Jaguar.
If the engine for the C-X17 remains a mystery, Jaguar has at least revealed that the car will be all-wheel drive and will feature Torque Vectoring by Braking to aid the car's cornering.
The C-X17 will appear on Jaguar's stand tomorrow with seating for four (with a long, one-piece centre console) and will introduce 'Interactive Surface Console', a WiFi/touchscreen-based system that Jaguar describes as: "a multi-screen infotainment network that links passengers with each other and the outside world through social media channels".
British audio specialist – and long-standing Jaguar partner – Meridian has supplied the 12-speaker digital audio system for the C-X17, which is also fitted with a head-up display for the driver.
In the rear of the show car are two additional 'leisure seats' that deploy purely "for recreational use". A torch and camera are also located in the boot. Upholstery comprises Jet saddle Connolly leather and Orchid Connolly leather on the instrument panel, seats, armrests, doors, floor and in the boot, with stitching on the saddle leather. Jaguar designers have wrought a houndstooth pattern in the leather on the main panels.
Decorative trim used throughout the cabin consists of ruthenium, milled aluminium, with a "darker tonal effect" created by anodised black metal and door finish in gloss black.
Externally, the C-X17 is finished in Caesium Blue metallic complemented by gloss black decorative trim around the windows and 23-inch alloy wheels in a split-spoke design with a colour combination of Dark Atlas Graphite and gloss black.
Lighting comprises LED headlights, J-shaped daytime running lights and foglights with frosted glass covers. The car's panoramic sunroof features contoured longitudinal vanes that optimise headroom inside.
"The C-X17 sports crossover represents an exciting new direction for Jaguar," says Adrian Hallmark, Jaguar's Global Brand Manager. "Its purpose is to highlight our all-new aluminium architecture. With this technical foundation, we will dramatically expand Jaguar's product offering, market potential and customer appeal.
"This new philosophy will bring technology from our luxury products into an accessible price segment, and when combined with our new ultra-efficient engines, we will set a global standard. Add to these rational values, the class-leading dynamics and the beauty and purity of form that Jaguar is renowned for, and we have the formula for a monumental leap forward."