IF Audi had dared to tackle the likes of BMW, Mercedes, Bentley and Maserati head on a couple of decades ago, it would have been akin to staring down the barrel.Not so today, Audi can 'eyeball' each of them without fear of any recriminations.
Its current crop of vehicles is equal to any in the competitors stables.
Take the latest addition to the Audi brand, the A5 and S5 coupe models.
Sharp exterior lines and upmarket leather lined interior ensure these models are on par with the opposition. These two factors alone makes it a serious challenger in this specialised part of the market.
But Audi A5 and S5 have an additional ingredient in their DNA, and that is the all wheel drive quattro system.Quattro Audi models are light years ahead of the rest in their adherence to the road, as the three-litre, 240PS diesel constantly proved during a drive over rural single track lanes, motorways and even flooded highways. Its traction repeatedly kicked in, and held the car on the straight and narrow without even a whisper of slip or slide. The whole driving experience is a testimony to cutting edge technology and top notch engineering skill.
Audi has been selling coupes for more than 50 years so it should be experienced in the build and it has certainly pushed the benchmark higher with this model. The A5 and S5 have an entirely new generation body shell and boast the longest ever wheel base for a mid-sized Audi with the front axle now positioned closer to the nose of the car.
It also has the widest track of any medium-sized Audi and revels in the quattro 40 per cent front and 60 rear drive bias.
The leather interior is complemented by, electronic climate control and an extensive audio system that is MP3 compatible.
Optional extras include Bluetooth technology, a Bang & Olufsen sound system, DAB radio and adaptive lights to name just a few.
Now to the downside, and there always is one, for nothing is perfect. In the case of this coupe it is its rear seat space. While it is being sold as a four seater, the rear space is a little cramped. It is okay for short hops with four people on board but that's about all.
Room in the front, however, is generous as is the boot, which can accommodate up to 455 litres of luggage. Two sets of golf clubs would easily fit inside.
Apart from that this new coupe is straight out of the top drawer.
There are two models currently on offer the 4.2-litre FSI S5 quattro at £39,825 and the three-litre diesel quattro with a price tag of £33,430.
The petrol version has a top speed of 155mph and can reach 62mph in 5.1 seconds. It returns 30.7mpg on the extra urban cycle and 22.8mpg on the combined cycle.
The powerful diesel has the same top speed but reaches 62mph in 5.9 seconds and returns 49.6mpg on the extra urban cycle and a creditable 39.2mpg on the combined cycle.
Later in the year these models will be joined by 1.8 petrol and 3.2-litre petrol versions as well as a 2.7-litre 160PS diesel that is expected to be the best seller. Audi forecasts 8,000 units going to good homes during 2008 with around 90 per cent of buyers being males between the age of 46 and 52 and drawn from the high net income bracket.
In other words drivers with cash looking for something different and they will certainly get that with this car.