No bones about it, though it’s competitive by the standards of super-SUVs the Audi RS Q8 is a hugely expensive car to buy and will be similarly excessive when it comes to keeping it on the road. But, for a certain type of buyer, the very public statement it makes to that effect is exactly the point.

The fact it’s a heavy SUV powered by a large petrol engine tells you all you need to know about fuel consumption and emissions, and the implications for running costs and taxation given it sits in the worst possible band for CO2. Audi fights back with technology that cuts power to half the cylinders under part load, a ‘mild hybrid’ system to claw back electrical energy and the ability to coast with the engine off for up to 40 seconds in motorway traffic. The stop-start system is also very smart, only turning the engine back on when cameras detect the car in front has pulled away.

Don’t be fooled though – the RS Q8 is all about excess. The huge tyres on the optional 23-inch wheels are just one example of where parts will cost a fortune in comparison with regular cars, and the engine has considerable thirst. While residual values aren’t at all bad, the projected figures for the RS Q8 lag behind equivalents like the Range Rover Sport SVR and Porsche Cayenne, with likely knock-on for comparative finance and lease deals.