Heart says Jaguar ... or Daimler, if you want the badge.
Head says ...
Who cares? I've always followed my heart and because of that I've always loved as a result of my decisions.
Where I've made the logical decision, it's always been forgettable and in that I think you'll find the BMW. Bland, vanilla, beige.
BMW are masters of the inoffensive. Every component is designed to be bland. Specifically, plush leather is sanitised so it does not smell of leather. Step into a BMW and there is nothing. No character, no quirk, no interest. It does everything well and in that, it's just so dull. Turn on the engine. Yeah, it doesn't roar, it doesn't purr. Accelerate. It's linear. It does it well. It does it right, but it's linear. No turbo lag and boost, no land mine acceleration, just straight, linear acceleration. No emotion.
BMW tried to manage Jaguar and just did not get it right. As a result, there's a restrained cat; a circus animal. But at least it still roars, at least it still purrs. At least it's not a robot perfected into the likeness of something with a soul.
Best of luck with your choice.
Oh, think beyond ... get a Morgan.