Its loud enough that I listen for it when in the garage and I turn the key "ON", and I can hear it even sometimes in parking lots (with doors closed, windows and top up).
And my pump is less than two months old, as is my filter/regulator.

Mine did not fail, but it was leaking thru it's seams at 54,000. My last XF had the original pump (also loud) when it was totaled at 116,000.

I never hear my Ford Ranger's pump, but that pump is in the tank. THe XF pump is under the car, just ahead of the differential.