A quiet revolution has been taking place lately – in plain sight, but with most motoring enthusiasts barely noticing.
It involves the pecking order by which many leading car makers – in particular the German luxury brands – designate models and which carry the mantle of company flagship.
It's the car that, more than any other, captures the essence of the brand.
For Audi, it's this one - the high-performance, high luxury and high-priced Q8 soft-roader.
The fast-rising German juggernaut has very publicly bestowed on it a "first among equals" status, even sending a media kit anointing its SUV models – including the electric-powered ones – as the "flagships within the e-tron SUV portfolio".
Instead of saluting to a limousine like the long-standing A8; or a supercar (such as the recently retired R8); the most aspirational Audi model is now an SUV.
It's a very impressive SUV, for sure. The big and beautiful Q8 and its sporty derivatives, the SQ8 and RSQ8 are unquestionably the marque's new pin-up models,
To top it off Audi announced the Q8, along with the SQ8 and RSQ8 are also the first to wear the company's new corporate identity, featuring a flat, two-dimensional 'four rings" badge on the front and rear.
"The model's new name, Q8, positions the model at the top of Audi's nomenclature," the company announced in September.
"This makes the clear statement that the Audi Q8 e-tron is the flagship model of the electric SUV and crossover models."
Tested here is the mid-range SQ8 - a coupe-styled version of the 'twin beneath the skin" SQ7. The two machines are all but identical except for the sleeker, sportier silhouette of the Q8.
They mirror each other in virtually every way, from the twin-turbo V8 engine to the massive alloy wheels, the understated aero treatment and the gloriously finished interior.
The SQ8 will do the standing 100km/h sprint in a wicked 4.1 seconds, thanks to a force-fed, twin-turbo 4-litre V8 bringing 373kW and 700Nm.
The SQ8 is a beauty, as well as a beast. It is big, handsome and athletic and brings every bit of comfort, technology and dynamic ability expected from a car perched atop the Audi family tree.
Interestingly, buyers opting for the less practical, slightly more shapely coupe-style SQ8 will pay about $5000 for the privilege.
What the Q8 does, more than anything, is elevate what's possible in an SUV in terms of comfort, driving dynamics and road presence. All three Q8 versions are built, equipped and finished to the ultimate degree, justifying as best they can the $168,800 starting price.
The SQ8 offers all manner of options - the most memorable being the Dynamic Package including active roll stabilisation and quattro sport differential ($10,990 extra). The question is, shouldn't a car with such a lofty price already come with those features?
Not that anybody will be shopping in this part of the market to save money.
What the price does include, is: adaptive driver assist with active cruise control, 360-degree parking camera display, electric rear tailgate, full LED headlights, 12.3-inch "virtual cockpit" digital instrument panel, as well as Valcona leather, MMI navigation and two high-resolution touch-screens.
The SQ8 is sleek inside, tasteful and gloriously glossy, thanks to an expanse of polished timber and piano-black surfaces that meld seamlessly with the leather-trimmed dash.
The twin control screens work impressively once users are accustomed.
A manual steering column adjustment, or manual luggage compartment (instead of electric), saves $650 and $429 respectively, which Audi will trim from the list price. Go figure.
What the SQ8 does do well is make occupants and onlookers pay attention. It sounds prolific, and its road manners are surprisingly nimble for such a big thing.
Audi's target market will most likely come from the upper shelf of corporate executives or business leaders who want to make a statement about themselves and their lifestyle - and the SQ8 certainly does that.
It's important to note, before stumping up nearly 200 grand, that it's quite thirsty. The SQ8 guzzles fuel at 12.2L/100km which is not exactly frugal, although Audi boasts about a subtle "mild hybrid" system that adds a bit of electric thrust to get the car up and rolling. The sonic boom of the quad exhausts also do their bit.
Maybe not so much of a "quiet revolution" after all.
AUDI SQ8 TFSI QUATTRO
* HOW BIG? There's no escaping the fact that this is a seriously big vehicle. While not as family-friendly as its seven-seat sibling, legroom is ample for large adults front and back, and it gobbles up cargo with a generous 605 litres of capacity.
* HOW FAST? From lift-off to 100km/h takes a blurry 4.1 seconds, thanks to 373kw and 770Nm of thrust.
* HOW THIRSTY? As with most models in this category, buyers who ask this question probably can't afford the car.
* HOW MUCH? Prices for the three Q8 models start from $128,900 plus on road costs. The SQ8 tested here, including extras, costs $191,021 plus on-road and government charges.
