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The new Accord saloon and Tourer (estate) are aimed squarely at challenging the well-established six premium competitors in the D-segment in the Irish market. These are primarily four premium German competitors (Audi A4, BMW 3-Series, Mercedes-Benz C-Class, and Volkswagen Passat) plus the Lexus IS and Saab 9-3. With this in mind, Honda continues to pitch the new Accord as the alternative premium, writes Padraic Deane.