Audi RS6 saloon (2008): first pictures

Speaking of "premium", Mercedes won their reputation by building their cars to a standard, not to a price. This simply does not apply today, and hence the cars are arguably far less desirable. BMW have always nailed the handling on their cars, and so their reputation was built on this, and their cars still handle today. Audi built their reputation on technical innovation (4wd, remember Procon-10 before airbags were commonplace?), and on simple, elegant design - not so much innovation from them these days, but the cars still look gorgeous IMO. All different ways to "premium", all with a dedicated following - it's your choice!

Not true Zophos. The reason why Vauxhall will never break into 'Premium' sectors is because of it's history (speaking of which - they missed this trick and killed the Opel brand which to the English was sporty and desirable). The reason why Lexus was able to break into premium sectors was because it's lack of history meant that all it had to do was execute the car very well, which they did, and hope that they were lucky - they were. The (brainless) rap establishment bought right into it, pushing it into the mainstream, just like Crystal Champagne which isn't a patch even on Pol Rogier ,but sells for much more - the name SOUNDS premium - I mean, what a brilliant name for a luxury brand. It could be a soap, chocolate bar, a type of premium wine or Champers (Crystal, anyone?) or even luxury dog food. "I have a Lexus with Crystal" " I don;t know what they are, but they sound the absolute dogs son!" I can guarantee that if they called Lexus 'Sexul' or Vaydra or Kia or XEDUS they'd not have made it through to where they are now. I digress. Why do you think they distanced themselves from Toyota? Because of Toyota's history. People know Audi isn't a new company, but their memories are sketchy. A few remember the rally hero and TT and rememeber the Audi 80 of the 80's. The Audi 80 wasn't a rival for the 3 and 190E in those days, but it was a bit better than the Fords. Then Princess Di drove a convertable, making the news for going German, but giving Audi that bit of luck that Lexus had. Let's not kid ourselves about What Audi's reputation is built on. This is what people will remember - well this and the fact that it's German. What actually happend was Audi and VW were doing battle on a level playing field - in The Championship, just above Ford and Vauxhall in Div 1 - leaving BMW and Mercedes to monopolise the Premiership much like Man Utd and Chelsea - BMW representing flair for attack and bit brash, with Mercedes displaying crushing efficiency and power. As as far back as people can remember cars, and we are talking 70's at teh earliest, BMW and Mercedes were always a cut above the rest, and in fact you had to go exotic (Maser etc) to have something different with the same buzz. VW and Audi get heads together and decide to leave each other alone and concentrate on the others above and below them. Fact is, it could well have been VW infact that led the charge into the premium sector leaving Audi to caress the ego of the average Joe's who think they're better than other average Joes rather than the other way around as we find it now. Oh yes, and while I haven't studied the dates properly, my gist is sound. People remember what is relevant to them and thos who can afford £25-40k for a car will have grown up aware of what was a good/bad car int he 70s and onward. From the perspective of your average person what was Audi all about back then? Before Diana? Do YOU even know. It's the ultimate Jedi Mind trick!

Zophos79 - "and a normal 3/5/7 is about as sporty as a normal A4/6/8" Are you being serious? They may be as fast, or perhaps even faster, but sportier? And while you and I may know about the Auto Union days, most people who buy in that market aren't petrolheads and probably don't even know what the new grill is harking back to. At best, people will think of Audis history as going bact to the rally monster hero quattro, but most will remember the marketing campaign that centred on aerodynamics with the soap-bar 90/100 and avants with the funny spoilers. The Audi of today, in the minds of the important people - the masses - was put on the map by the original TT. The Auto Union days are completely irrelevant - they perhaps shouldn't be, but this is the real world. BMW had the old bubble car, the M1, Z1, E30 M3, Batmobile, original 6-series and 2002 touring. All these cars are relevant to today, but of yesteryear we have the 308.