VOLKSWAGEN has set itself an uphill task with the launch of the Touareg 4x4.
The luxury off-road sector shows tremendous brand loyalty and breaking into this exclusive "club" is very hard.
You need the right vehicle, the correct model mix, attractive prices and ability.
The Touareg costs between £29,340 and £50,445 for the initial petrol versions, while the entry level Touareg 2.5TDI with six-speed box will be £28,600 when deliveries start in a few weeks. The tiptronic automatic will be just under £30,000.
The model mix is improving but it will be next year before it's completed with the six-litre W12 in a year's time.
Volkswagen has never had a luxury off-roader until now, and to steal a march on its established rivals, it is relying on extensive technology and high equipment levels.
That means it can rely on its proven power-trains to do their job and concentrate on winning buyers with the wow-factor.
And on the £41,800 305bhp V8 4.2 tested, that includes standard 4XMotion with electronic diff lock, highly advanced brakes incorporating traction control, hill descent and start assist, front, side and curtain airbags, powered leather seats and climate control.
Although it is a big car it handles well, but it's a shame that some of the technology did not include standard reversing sensors, as much of the bulbous bodywork is hidden from the driver's sight.
It is very roomy and comfortable with a big boot and useful split level tailgate. There is only a narrow rear window, however.
Ride is slightly firm but still smooth over bad surfaces, and it tends to roll on tighter turns, but holds on nevertheless.
The smooth, slightly throaty engine, and silky six-speed gearchange delivers strong acceleration and utterly relaxed cruising with 0-60mph appearing in 8 seconds and 19mpg overall. Volkswagen claim a maximum of 135mph.
The V8 4.2 Touareg has the performance and refinement to match rivals but it is not as sharp handling as others, and its fuel consumption was disappointing.
After some mild off-road use I had to replace a piece of interior trim which fell off, and a colleague lost a rear wiper on their V6 version, which suggests that Volkswagen's on-road reliability has not transferred off-road.
Volkswagen has a difficult road ahead and it will be interesting to see if it can overcome its shortcomings.
FAST FACTS
Volkswagen Touareg V8 4.2
Price: £41,800
Mechanical: 310bhp, 4,172cc V8 engine driving all four wheels via 6-spd tiptronic gearbox
Max speed: 135mph
0-62mph: 8.1 secs
Combined mpg: 19.1
Insurance group: 18
CO2 emissions: 355g/km
BiK rating: 35%
Warranty: 3yrs/ 60,000 miles; 6yrs anti-rust; 3yrs paint