TRYING to loosen the grip of marques at the top of the executive tree is no easy task.
No matter how good the opposition, BMW, Audi and Mercedes-Benz have incredible badge loyalty and people just love to be seen driving them.
Japanese manufacturer Lexus has made a fair dent in their sales figures, but now Honda is coming up in the fast lane with a model that is taking a shot at the boardroom sector.
The product is the Legend and Honda has thrown just about all its skills and high-tech features into it.
This is not the first time a Honda Legend has tried to make its way into the top end market. In the 80s, a first and excellent version had a go but it really was outgunned.
Some might say that the makers should have given the latest offering a new name because it is in such a different league, but in typical Honda style it has stuck to the original tag.
The latest effort features flowing lines with a touch of soft edging here and there and is packed with electronic gadgetry.
Paired with a five-speed automatic transmission with sequential sportshift and paddle-shift change, the 3.5-litre V6 petrol engine can whoosh this car to 62mph in a swift 7.3 seconds and reach the now almost obligatory 155mph.
It is also reasonably frugal with claimed average fuel consumption of almost 25mpg.
Handling really is in a league of its own thanks mainly to Honda's Super Handling All-Wheel Drive (SH-AWD) system.
This new system employs power distribution on demand between front, rear, left and right wheels to deliver sports car-like cornering without compromising the ride quality.
But it is the amazing driver aids that are out to impress the sort of discerning customer this car appeals to.
For instance driving on cruise control you will find that the car automatically brake to adjust the gap between you and the car in front and will emit a beep if you wander out of you lane. It takes a bit of getting used to but this feature is truly impressive.
It is almost like having an automatic pilot.
But the technology should not overshadow the fact that this is a great car to drive.
The Legend has everything you could want as standard including sat nav, electrically adjusted leather seats, parking sensors, huge alloys and even the metallic paint which everyone else charges for.
It rides beautifully and handles just as well as any German competitor.
FAST FACTS
Honda Legend 3.5i VTEC EX
Price: £39,102
Mechanical: 295bhp, 3,471cc, 6cyl petrol engine driving four wheels via 5spd automatic gearbox
Max speed: 155mph
0-62mph: 7.3 secs
Combined mpg: 24.6
Insurance group: 17
CO2 emissions: 273g/km
BiK rating: 35%
Warranty: 3yrs/ 90,000 miles, 3yrs paint, 12yrs anti-rust