Japanese luxury cars still rank lower on the status ladder than their German equivalents in a market ruled by image and The Joneses and changing those perceptions is about as difficult as dethroning Mad Bob.
Honda is one brand that is changing that.
The Honda Accord, launched in South Africa in 2003, wasn't just another capable but dull BMW-wannabe but a highly satisfying driver's car with great styling presence, particularly the early S version with dark alloy rims.
This the eighth-generation Accord is 80mm wider, 50mm longer and 10mm lower than before which makes it one of the largest cars in its category with one of the most spacious cabins.
It's also 20 percent stiffer than its predecessor, says Honda, thanks to a body that uses ultra high-tensile steel but weighs only five percent more.
Launched in South Africa in June 2008, it's well positioned to compete with the Germans on driver appeal and solid build quality although it's gone a little softer in the looks department.
Four versions are available in SA: a two-litre (115kW/192Nm) and a 2.4-litre (148kW/234Nm), each with either a manual or auto gearbox. A station wagon version will be launched later in 2008 and a 2.2-litre turbodiesel in 2009.
The new Accord is a little less hard-core on the styling front. The previous model had front and rear lights reminiscent of the slits in a medieval knight's helmet and chiselled lines that gave it a distinctly assertive image but this one's curvier lights take away some of that presence.
The darkened alloy rims of the previous Type S are gone, as is the beautiful aluminium gear shifter - it's been replaced by a more conventional steel one.
But it still has chiselled lines and a pronounced wedge shape to make a lot more striking than, say, a Toyota Avensis. The interior is as classy as before, perhaps a bit monochromatic but with darkened silver and wood inserts to punctuate the black.
It's a futuristic cockpit with a fighter-plane feel. Honda has a way of pressing your emotional buttons with its design and materials, whether on the little Jazz or the mid-sized Accord.
Fit and finish are well up to the mark, too, with the exception of the lid on the box between the front seats - it doesn't fit perfectly.
The volume knob of the integrated sound system is large and central on the fascia, audio and aircon controls are big and clearly marked and there are satellite audio and cruise-control buttons on the multi-function steering-wheel.
Measuring up
The Accord measures up quite well against rivals such as VW's Passat, the Volvo S60, Lexus IS250 and entry-level variants of the Audi A4, Mercedes C-Class and BMW 3 Series.
The 2.4-litre, i-VTEC Executive manual reviewed here sells for R280 000, competitive against similarly-specced but in some cases less powerful rivals.
Its "comfort list" includes heatable front seats, a Bluetooth cellphone connection, parking sensors - not usually standard in this league - a refrigerated box between the front seats and a 10-speaker audio system with six-disc CD player and USB and auxiliary sockets for MP3 players.
The only thing lacking - as in all Hondas - is satellite navigation but that's becoming less of an issue as aftermarket GPS systems improve.
The 2.4-litre engine has been uprated from 140kW/223Nm to 148kW/234Nm, a welcome boost even if it still doesn't set your pants on fire. Power delivery is satisfyingly linear and you don't need to spank this free-revving engine hard for it to deliver.
Taut handling
Ride quality and road-holding find a happy middle ground, soft enough to cruise contentedly over bumps but sharp during hard cornering.
The rear suspension is now mounted on a floating sub-frame rather than bolted directly to the body to create a softer feel, says Honda, without blunting the car's athletic edge.
Taut handling, minimal body roll and a balanced feel under pressure define the Accord's chassis dynamics.
Motion-adaptive electric power steering uses sensors to identify slippery conditions when cornering or braking and initiate steering assistance to help the driver maintain control.
The steering doesn't feel as meaty as a BMW 3 Series but neither is it annoyingly light, given that this is a spacious, luxuriously equipped car with superb ride comfort - its great handling is a bonus.
Such a sweet chassis could easily handle more power; an "R" version of the Accord would make a terrific sports sedan.
Verdict
A very accomplished car with refinement, good looks and real driver appeal.
Honda's quality and after-sales reputation - shown by its consistently high ranking in consumer surveys such as that of JD Power - are strong motivating factors.
The sad part is that many people won't even bother to take an Accord for a test drive because it lacks a German badge. They'll never know what they're missing. - Star Motoring