As we await the arrival here of Volkswagen's luxury model, the Phaeton, it seems company boss Bernd Pischetsrieder is not going to settle at simply challenging the luxury market.
While Irish motorists will get their first chance to taste VW's idea of opulence this August, the German car giant is now testing a 600 bhp Bentley engine in its premium Phaeton range as the German car firm prepares, under the orders of Pischetsrieder, to go head-to-head with Mercedes' upcoming 613 bhp S63 AMG.
The most powerful production VW in its history, it will be powered by Bentley's Continental GT twin-turbo six-litre W12 engine. This produces 552 bhp in the two-door Bentley. However, Volkswagen is hoping to gain even more power from the unit in a bid to match the six-litre V12 S-class, which will complete the 0-62 mph sprint in less than five seconds.
As yet there is no official line from VW but sources at its Braunschweig engine development centre suggest 600 bhp is easily accessible through a moderate increase in turbocharger boost pressure.
This muscular prototype - spied undergoing driveline tests in the Alps - is testing the W12. The large air ducts are needed up front to increase air flow to the intercooler and its associated plumbing.
The four-wheel-drive version will be the company's flagship Racing model, following on from the 240 bhp Golf R32.
The Phaeton will be badged R60. If it gets the go ahead, we can expect it next year, but with a price tag in the region of €200,000 don't expect to see too many R60s on the Red Cow Roundabout.
As for the rest of the model range, two Dublin dealers have been appointed to sell the Phaeton in Ireland - Park Motors and Grange Motors. The first of two demonstrator cars will arrive in August.
However, other dealers may get the opportunity to handle the luxury VW model. Currently 16 dealers have been appointed to handle VW's SUV entrant, the Touareg, and there may be the possibility for these dealers to also carry the Phaeton. Prices for the Phaeton are expected to start at €95,000 for the 3.2-litre V6.