Audi, for instance, is now well established as a peer alongside BMW and Mercedes-Benz. Audi had to move upwards to differentiate its value-perception from its Volkswagen cousins.

With its latest generation Honda CR-V, the Japanese carmaker has deliberately shifted its view of the SUV model introduced a decade ago.

The new one has lost the original's boxy look, in favour of a more coupe-style rear profile.

The front of the new design is also more car-like, albeit with a robust face so it won't look wimpish in today's trend of large grille design. There's strong side sculpting, which adds a more massive look than before.

The latest CR-V looks all big.

Yet it is smaller than its predecessor. Not least because of the absence of a rear-mounted spare. It is lower, too, but wider.

The whole mix adds presence, while the large chrome 'winged' H badging front and rear emphasises that this is a Honda.

The new style definitely grows on you, especially in black, which shows up the ample chrome detailing.

They've upgraded the interior too, with the middle EX grade including leather upholstery, power seats and a rearview parkassist camera linked to the largescreen sat nav. Honda have made no attempt to go digital here in the information department . . . traditional and clear classic analogue dials show the criticals, revs and speed.

The review car was powered by the 2.2-litre all-aluminium diesel first developed by Honda for use in the Accord. It comes with a six-speed manual gearbox, which works fine but represents one key drawback in this new car: there's no automatic for the diesel yet, and there won't be one until next year.

There's a fine autobox available with the 2.0-litre petrol, but in this market diesel is king and at this new level of engagement for the CR-V the automatic option is an essential.

It's no coincidence that Land Rover's Freelander 2 diesel was given its autobox very quickly after launch. This is what the punters who Honda are hoping to tempt with this model want, especially those in the premium saloon segment and those currently driving BMW X3s.

Still, driving the diesel CR-V on the road even with the manual shifter, is a superior experience.

The 140 horses are a quiet lot but a powerful team on the go.

Honda's claim of a "whispering" diesel may be a marketing exercise but the motor is truly quiet.

As a tarmac traveller, the latest CR-V has saloon car qualities, with nothing compromised in the ride department. It isn't likely to to be taken offroad in seriously difficult conditions so the benefits of the electronically managed 4WD system will mainly show in safer onroad travelling when weather is poor.

The extra safety technologies Honda is offering "for a few dollars more" are also worth mentioning. Adaptive cruise control, a collision mitigating braking system (CMBS) and a technology that helps to keep you in your own lane are standard on the top-of-the-line EX-T version.

The CMBS warns the driver and automatically applies lightbraking if a vehicle ahead looms close too quickly and will even apply strong braking and precharge the seatbelts if that situation gets critical. This is the stuff of premium cars, so Honda is clearly staking a strong claim in its new territory.

Considering 17,000 or so SUVtype cars will be sold in Ireland this year, the target of 550 CR-V sales set by Honda for 2007 is modest enough.

But that's the other thing about the premium market . . . you don't want to spoil it by making it too common.

VITAL STATISTICS

Model Honda CR-V CDTi EX
Engine 2.2-litre four TDI 140 bhp
Length 4,530 mm
Width 1,820 mm
Height 1,675 mm
Wheelbase 2,630 mm
Acceleration 0-100km - 10.3 secs
Top speed 187 km
Transmission 7-speed automatic
Economy 5.7L-8.1L/100km
Price /52,670
C0 2emissions 173g/km