But we’ve come to Somerset to find out if the new Mondeo is the best in its class and on the long schlep down the M4, it holds the initial advantage. The Passat may be more powerful, but it has a noisier motor, and the Ford’s TDCi unit is more flexible.

Of the two, the new Mondeo is the better mile-eater, mainly because it's just so damned refined. And on the Somerset back roads it’s on its toes to the Passat’s heels. You’re in no doubt that the Ford’s is the more sophisticated chassis and it wins the test.

You can separate the Ford and BMW - significantly - by price. We’re pitting 2.0-litre turbodiesels against one another here, and the 320d M Sport tested is the priciest 320d. Ranged against it is the most expensive Mondeo 2.0 TDCi, the Titanium X. Even adding sports suspension and 18in wheels to the Ford leaves a price gap of close to five grand.

You instantly see how much bigger the new Mondeo is, and it is far larger inside. You're less confined up front and in the rear you can sprawl. And for ride, it's an easy win for the new Mondeo. Both cars roll on 18in rims and sports suspension but there’s a world of difference in their tackling of turbulent B-roads, which have the 3-series darting and bucking. The Ford seems serene by comparison and no less entertaining.

In daily use, the new Mondeo has the 3-series beaten - in Sport form, at least - on the 'liveability versus entertainment' compromise.

In rational terms, then, the new Mondeo - which is just as satisfying to drive as the 320d - simple makes more sense. You just need to park up your brand prejudices.