text: That’s because Volkswagen in aiming high with it, as in, into new territories. This is a VW that very clearly sees the BMW 4 Series Gran Coupe and the VW’s own Audi A5 Sportback cousin as key rivals. Strong competition, both of which immediately start with the clear advantage of coming with recognised, upmarket premium badges.
  Not that there isn't strength in VW’s brand – it's always been able to position itself a bit higher than the mainstream norm, but that’s some heavy-hitting status it’s competing with, so the Arteon needs to fight its corner very convincingly indeed.
  We’re in it relatively early, pricing as yet unconfirmed, though the talk is of around £38,000 for the entry-level model at launch. That’s a lot, even factoring in the powerful engine choices, seven-speed DSG automatic transmission and inevitable huge standard equipment VW is likely to offer it with. Two trim levels will be available when it arrives later this year, the R-Line with its more sporting demeanour, or the Elegance, which dials back the assertive looks of that R-Line a touch, adding some chrome and more comfort-biased equipment.