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A new Jaguar sedan to rival the BMW 3 Series and Mercedes-Benz C-Class is a great likelihood, according to the company’s North American President and CEO.

Speaking with the media at today’s Chicago auto show, Jaguar Land Rover chief Andy Goss hinted that plans are well and truly underway for a new smaller sedan model with massive investments being made into the JLR brands going forward.

Asked outright if a sedan smaller than the Jaguar XF was on the agenda, Goss said, “We kept being asked the question, it clearly makes a lot of sense.”

The volume that Mercedes-Benz and BMW get from their respective small sedans certainly seems to justify Jaguar’s plans to introduce a true competitor, one that has been lacking from its range.

“If we want to try and ape the German brands, we recognise the model ranges that they’ve got and that’s certainly on the agenda, – it’s not anything more than being on the agenda yet, but it’s on the agenda. It’s certainly a big marketplace,” Goss said.

Though he was quick to rationalise his statement by noting that “you don’t have to be a rocket scientist to work out the fact that, it’s a great likelihood”.

Jaguar Land Rover is currently investing around $3 billion per year in research and development, which will see the brand launch two new cars per year for the foreseeable future, one for Jaguar and one for Land Rover going forward.

Despite the improved pace, the 3 Series and C-Class rival from Jaguar is not expected to make any sort of appearance this year, even in concept form. 2014 will likely be the year where we will get the first glimpse of what will potentially become Jaguar’s best selling car.