Whilst I cannot comment upon how the vehicles are obtained or what specification that they arrive in, I am perhaps in a position to clarify certain things. Some of the following are my personal opinions, but all are backed up by the results.
Each year at the Tow Car Awards event, there are several Class winners, and from those winners an Overall Champion is selected. The various winners are based on numerous things such as "seat of the pants" driving, scientific data such as GPS tracking and Al-Ko ATC, solo performance, etc, etc, etc. It's in the Magazine to read.
The following year, each Class winner is invited to return to defend the crown, as well as any new or significantly updated models. This year the Discovery 4 was both. As well as being a defending Class winner, it has also been updated, not least by the fitment of an 8-speed gearbox to replace the 6-speed one.
Since its introduction at the 2010 event, there has been nothing (and I mean nothing) that has got close to the Discovery 4 as an all round vehicle and tow car. That is backed up by both the scientific data, the driving judges cumulative scores (although one may prefer another vehicle overall), and the practicality judge. However, the Discovery's biggest stumbling points are its initial cost (although it has excellent risiduals) - even models approaching three years old now still cost £30,000 plus - and its running costs. Based upon its towing ability alone, it would walk away with the crown time and time again. But, when all things are considered, it is, in the current economic climate just too expensive overall for the vast majority to run as an every day car. As most of the time a vehicle is used solo, a big part of solo running comes into the judging.
The Jaguar XF was a tremendous surprise to us all. Indeed, the BMW 520d Touring (last year's Class winner) took it all the way to the line, as that itself was an exceptional car. However, the XF just beat it. It was plenty powerful enough and was extremely stable. Together with reasonable initial purchase prices and managable running costs day to day it was a worthy winner. Now I am not in the fortunate position to be able to buy these vehicles new, but in a year or two's time............. Our current personal tow car was bought upon the back of the Tow Car event, (I am fortunate in being able to "test drive" the vehicles towing, and then in a few years time I can look) and most certainly isn't new!
Jaguar/Land Rover and VW did very well this year, and indeed when the judging was taking place, it was commented upon. When judging takes place, we start with the lighter weight Classes and work up. My personal comment (and I must stress that it was my personal comment) when VW took the first three Classes was that "it almost looks like an event sponsored by VW". IT MOST CERTAINLY IS'NT! The reason that these Manufacturers did well was because their vehicles were exceptional all round. It maybe that they take towing much more seriously than others. I don't know. Each year throws up numerous surprises, both good and bad.
There will be cynics who might have their own mis-guided thoughts on the various winners and how the winners are chosen. However, having been incredibly fortunate to have been involved in the Event from its start I can categorically say that all of the winners have been winners on their merit and for no other reason at all.
One of the reasons that there are a number of Classes is to give choice. It stands to reason that in all probablilty the heavyweight winner will possibly be the best tow car, but not everyone either needs nor wants a heavyweight vehicle, probably 4X4. Each of the Class winners is a brilliant tow car for the weight it's towing. If a lightweight caravan is owned and the user visits full facility sites with metalled roads, why would they want a huge (and probably uneconomical) car? For many years we towed with a variety of front-wheel-drive cars, despite using CL/CS type sites regularly and throughout the year, and only once did we need towing off. I will accept that 4X4 might give a peace of mind at times.
The OP questions big differences in power outputs in the same Classes. With regards to the Mazda CX-5, we were very lucky to have one of the first (if not the first) in the UK for the event. It arrived on the day we were due to start, so we didn't get a choice. However, just because the power output of something might be low, it doesn't necessarily make a bad tow car (again using the OP, the BMW was better than the more powwerful Mercedes-Benz). There have been some vehicles over the years that have had big, powerful engines, but have been dogs when it comes to towing. They might accelerate quickly, but if they handle like a demented jelly then perhaps they're not that good. Both the Class winners and the Overall winner each year are brilliant tow cars, and you can rest assured that they have been thoroughly tested.