Car manufacturers like to suggest that their latest model is ground-breaking, quite different and better than its predecessor. Audi is certainly doing that in a big way with its latest A6.
This is, in fact, the sixth generation: in earlier times it was the 100. The first generation came in 1968, featuring front-wheel-drive - still a novelty then - and a stiff and sturdy lightweight body. By today's standards, engine power of the first two versions seems very modest, 80 and 90bhp.
Those 36 years could be light years, especially if you look at engine power in the latest A6. There are five power units (three petrol and two diesel) extending from a four-cylinder 2-litre turbodiesel with 140bhp to a 335bhp 4.2 litre V8 petrol. Compared with the outgoing line-up, the emphasis is on a lot more engine power.
In the Irish context, John Hayes, Audi's sales manager here, points to 70 per cent of sales being 6-cylinder models - up to this 4-cylinder models took 70 per cent.
Audi's radical approach to the new A6 is very much in your face. The seemingly massive grille asserts that the four-ringed marque is a serious player in a segment dominated by the Mercedes-Benz E-Class and the BMW 5-series.
The real styling appeal, though, is in the dramatic coupé-like roofline, accentuating the sporting and dynamic appearance.
The outgoing A6 was one of the smallest cars in the segment. The new one is the biggest in class. Length is 4.92 metres, 12 centimetres more, while width at 1.86 metres is up by 4.5 centimetres. Height is unchanged at 146cm. As for the boot, even the flagship A8 sibling has been outsmarted - it's 546 litres or 112 litres up on the old model: golfers take note.
Audi says that these vital statistics "significantly exceed" those of the E-class and the 5-series.
Audi chose Milan and its Laka Como environs for the international press launch. The press conference was in the Milan salon of Trussardi. It was all meant to identify the A6 with the city's high fashion cachet - Milan is home town for Audi design chief Walter de Silva, who crafted the Alfa 156 in another incarnation.
Sadly most of our route was in slow traffic conditions, allowing no real test. The autostrada, however, provided lusty straight-ahead opportunities and the 225bhp 3-litre TDi excelled with little or no tyre or wind noise and hardly any hint of its upfront diesel power. Idling or in a traffic crawl, there was no giveaway either: this diesel could pass for a petrol unit in its refinement. This 3-litre car, with Quattro (four-wheel-drive) and Tiptronic transmission, will be the first A6 to arrive in June.
Much has changed under the skin as well. All models get double wishbone front and multilink rear suspension, making redundant the old torsion beam rear axle on the outgoing front-drive A6s.
Audi admits that much of the engineering ethos comes from the A8. Helping to keep the weight down are an aluminium front bumper, bonnet and boot lid although the basic structure remains steel.
The dashboard is far more lavish and opulent than what we have seen on previous models. The central console and instruments are angled towards the driver, BMW-style. The car's upmarket identity is also boosted by the electromechanical handbrake and MMI multi-function switchgear that comes from the A8.
The range of interior materials and colours has been increased: it includes the choice of alloy or two-wood trims, three leathers in six colours plus Alcantara.
Audi engineers and marketing people have the BMW 5-series very clearly in their sights with the new A6, more so than the Mercedes E-Class. They firmly believe that it's a match for Munich's acclaimed executive express which is why there has been a major shift of emphasis to a sporting character. They really want it to be seen as offering a new dimension in driving dynamics and the most progressive car in the executive class.
In Ireland, John Hayes for Audi is projecting 80 to 100 sales in a full year, modest given the strength of 5-series and E-class sales. Doubtless it takes time for potential customers to become aware of Audi's serious intent.
The proliferation of big A8s whizzing around the Irish EU presidency should help brand awareness, even among those of us sidelined by zealous Garda escorts.
Four-cylinder customers will be a minority in Audi's upmarket move initially relying on the 140 bhp 2-litre TDi that should be on Irish sale in the latter part of the year. For the present though, the base model is a 2.4-litre petrol V6 with 174bhp. Avant or estate versions will emerge in 2005.
Prices? That hasn't been fixed but realistically the first 3.0 TDi arrival should come in around or even below €64,000: this just happens to be the tag on the BMW 530d. The Audi additionally, of course, offers the benefit of all-wheel-drive as standard.