UNTIL a couple of years ago, the all-conquering prestige cars of Germany fitted into clearly defined slots.
Mercedes-Benz was distinguished with classic lines and an establishment nature, BMW played a more youthful role and was styled in a rounded muscular fashion while Audi concentrated on understated elegance.
All that has been chucked out of the window now. BMW started the ball rolling with the Chris Bangle-styled 7 Series, adorned with sharp angles and multitudinous flat surfaces. And this year Audi has presented its new face to the world with the GRILLE.
Whether you think it looks like a pouting carp or you just love its blatant aggressiveness, one thing's certain - it gives the marque presence.
And we had better get used to it because that deep frontage bearing the four inter-linking circles is popping up all over the range - first the A6 I've been driving, then the new A3 Sportback and now the latest A4.
In a way, the redesigned corporate frontage has diverted attention away from the new A6, itself a hugely competent executive saloon that has been thoroughly reworked to reach the highest standards of refinement and to inject more driving pleasure so it can directly rival Jaguar's S-Type, the E-Class Mercedes and 5-Series BMW.
The 3.0 TDI quattro I spent a week with lived up to its billing in almost every respect. For a start it's supremely quiet and its build quality wouldn't disgrace its big brother, Bentley.
The V6 direct injection diesel whacks out a healthy 225bhp and six speed tiptronic automatic transmission conveys the power via all-wheel drive to the road. It's smooth, fast - 150mph, 0-60 in 7.3 seconds - and unusually economical - I got an average 32mpg.
Yet despite considerable attention to improving ride and boosting rigidity, the A6 tends to insulate the driver too much from the road. It is hugely accomplished at what it does, but you get out of the driving seat after a journey and feel you played little part in the process.
That's fine from the point of view of lack of fatigue but not so good from the sense of personal satisfaction. Possibly the biggest single cause for this is the servotronic steering which conveys little road-feel back to the driver.
The cabin is a delight and follows well-tried Audi style with muted colours, heavy duty plastics and, in the test car, beige Volterra leather seating - a £1,250 extra.
The new model has a wheelbase increased by 83mm and this has brought noticeably more space to the compartment. Leg room in the back is particularly improved. The rear seats split and fold making the big saloon more practical than many in the executive sector.
If your budget can stretch to it, the quattro four wheel drive system is a boon. Most of the time you are unaware of its presence but, when the roads are greasy, wet or icy, its extra grip pays dividends in terms of security and ease of driving.
Its general ability and refinement allied to strong performance elevate the A6 to among the best in class. Only individual preference on driver involvement will determine whether it is your personal number one.
FAST FACTS
Audi A6 3.0 TDi quattro
Price: £31,930
Mechanical: 225bhp, 2,967cc, 6cyl diesel engine driving all four wheels via 6spd automatic gearbox
Max speed: 150mph
0-62mph: 7.3 secs
Combined mpg: 33.2
Insurance group: 16
CO2 emissions: 229g/km
BiK rating: 31%
Warranty: 3yrs/ 60,000 miles; 12yrs anti-rust; 3yrs paint