THE ding-dong battle of the executive-mobiles is heating up to capture sales in an increasingly competitive marketplace.
And as ever it is within the German manufacturing scene where there is most of the action.
Two of the main protagonists, Audi and BMW have locked horns in the struggle to produce the car the management longs for.
One of Audi's mainstream efforts in this respect is the A4, a car based on a wealth of past technological excellence. Behind the wheel of the latest A4 2.0 TDI, my mind drifted back to the 1970s in a German town where I first made acquaintance with the A4's grand-daddy, the Audi 80.
On a wind-blown tarmac strip, the proud team at the factory at Ingolstadt demonstrated the car's ability to run in a straight line at high speed with a blown-out front tyre.
And the marque has continually honed its technological edge since then with the A4 of 2008 being a showpiece of just what modern engineering can achieve.
The A4, which seems to be rapidly closing the gap in equipment and comfort with the larger A6 has been the focus of much development in its running fight with the BMW 3 Series.
And all to the good because the car I drove was impressive in the extreme- as is the equivalent BMW of course. So it is rapidly coming down to the fact of do you like the Audi way of driving or BMW?. The choice is there for the lucky ones who can get behind the wheel of these new- generation dream machines.
Audi introduced the TDI diesel principle to the market in 1989 and has not looked back since with two Le Mans wins by the R10 racing car in 2006 and 2007.
The road-going engines in the A4 range are equipped with particulate filters and are compliant with the forthcoming Euro 5 emission limits.
This common-rail engine allied to a six-speed gearbox zips to 62mph in 9.4 seconds and on to a top speed of 134mph.
But the big news on this option is that more than 51.4mpg can be achieved.
As far as controls are concerned, Audi has it own way of doing things. Switches and buttons are involving without being fussy and the driver information system on this car ranks among the best I have used.
Do I have a crib? Yes I do and it is the speedometer. The speedo goes up to the ridiculous heights of 180mph, but the 30mph mark could be much clearer and is cramped towards the bottom of left of the dial - the last quarter of which is blank! I sometimes found myself having to look twice to check my speed which is hardly satisfactory in a car of this calibre.
But other that that, the A4 2.0 TDI is an exceptional drive. It has the longest wheelbase in its class with minimum overhang, a fact that greatly adds to its driving attributes.
My test car tipped the price scale at £23,600 plus on road costs of £750. But the raft of extras fitted including black milano leather satnav, Micrometallic platinum alloys bumped the price up to a staggering £32,140. But it does go to prove that the options are legion for customising your A4 if you so desire.
FAST FACTS
Audi A4 2.0 TDI SE 4dr
Price: £23,600
Mechanical: 143ps, 1,968cc, 4cyl diesel engine driving front wheels via 6spd manual gearbox
Max speed: 134mph
0-62mph: 9.4 secs
Combined mpg: 53.3
CO2 emissions: 139g/km
BiK rating: 18%
Warranty: 3trs/ 60,000 miles, 3yrs paint, 12yrs anti-rust