My friend, before the F-4, the mainstay of RAF was the BAe Lightning, a sort of English made F-104. It was light, powerful, cheap and made with British pride. The rate of climb could easily compete with the F-15 Eagle....But it was short ranged. In the sixties the F-4 was the best aircraft money could buy. But the British pride wouldn't let a 100% machine to enter service. So they thought "...what if we put other engines?" And here it is the F-4 K/M. The Rolls Royce Spey was as powerful as the F-14's TF-30, and much more reliable, but due to modifications to the inlet, the result wasn't so brilliant as it looked on the paper.
By then, we have reached the '70s, an era were Germany was looking to replace the fighter bomber F-104, Italy was looking to replace the G-91 and some F-104. The F-15 wasn't flying as a prototype, the F-16 wasn't even on the drawing board, so those 3 industries, with enough experience in plane making, decided to go on with a new design, forming the PANAVIA concortium. Simultaneously another engine consortium was formed, named the Turbo Union.....
Tornado was a fine aircraft for its era. Swing wing, 3-shaft engines, nice electronics.....sure thing it is not a F-16 or F-15 in the close in, but it could stay airborne for a long time (with wings at straight position, and a very fuel efficient engine) and protect the British waters like the F-14 could do for the fleet air defence.
So that's why England didn't buy F-15. let alone F-16s. Italy on the other hand had enough airpower for its needs, and Germany with 900 (!) F-104 bought, several F-4F for airdefence, didn't need any dogfighter. After all, the whole NaTO airforce was based in Germany.....
Before the Lighting, some ugly shaped "abominations", like Hawker hunter, Buccaneers and other ugly looking designs were serving the RAF. The British comited suicide when they killed the BAC TSR2 in favor of the totaly failure F-111K. The US pressed so hard on that direction (like what they did with the Canadians Arrow). In the end, not only they didn't buy the F-111K which prooved to be costlier than TSR2 (not to mention lower capabilities) but they paid a whole load of money in aquiring nothing. With the TSR in service, they could have a very capable strike reconaissance platform. Considering that the Tornado was designed as a bomber and then became an interceptor, same thing could be done for the TSR2..........