If there is one area where Audi stands head-and-shoulders above the competition, it’s design. The exterior surfaces of the A4 are very taut, very controlled. The wheel arches swell just enough to cover the tires, and appear to stretch the surrounding sheetmetal over an unseen form beneath. From some angles, the bumpers disappear from view, giving the impression of a hot rod with rolled pans where the bumpers used to be. Only the grille stands out as an unresolved form, its stern visage familiar but uninspired.

Inside, the A4 is less adventurous. The instruments are ringed with bright trim, but the effect detracts more than it adds, in part because of the derivative looks of the entire instrument cluster. Derivative, that is, of Audi designs currently in production. The same can be said of the shapes and forms found throughout the interior, as if the thesis was to bring the A4 more in line with its bigger brothers than to set a new direction for the rest to follow.

The gearshift on the six-speed manual version I drove was trimmed in aluminum and leather, felt light and reasonably precise, and only headed toward the wrong slot when rushed through the gate in a “boy racer” frenzy. But it didn’t feel special. It imparted very little information about the vehicle itself, or the conditions facing the drivetrain, and lacked personality. It also got the worst of the cup holder situation.

For a vehicle that has been redesigned inside and out, the A4 has a few odd quirks. Most apparent were the cupholders. One sits high and hidden in the dash face, coming out only when summoned by a push on its face. It’s the same cupholder found on other Audis. Certain one is not enough – and it never is – Audi added a pair of beverage holders in the center console. Only using them means propping the lid open, and reaching around them to shift gears. In solo situations, this shouldn’t have been a problem, except for the fact that the console units were used more for the simple fact that the dash-mounted apparatus seemingly suspended the beverage of choice in mid-air. Better to be safe with the cup nearer the earth, especially when the leather upholstery costs $1,320 extra.

Speaking of extras, the sunroof adds $1,000, the Sport Package (17-in. 5-spoke alloy wheels, sport suspension, ultra-high performance summer tires) a reasonable $750, the Bose premium sound system another $650, heated front and rear seats adds $525, Xenon HID lights another $500, and – finally – $550 more for the Premium Package (Homelink, auto-dimming interior and exterior mirrors, and memory driver seat). For a grand total of $37,960. I’m just glad it’s not my money.

No matter how capable the chassis, or eager the engine, or buttery the leather, the fact of the matter is this: If the vehicle in question is lacking in a fun and coherent personality, no amount of equipment will make people want it. Audi has been poorly served in recent years by its parent, VW. Unmatched in terms of its exterior forms and shapes, the marque is in need of similar effort on its interiors and chassis. All of the bits are there to make truly memorable cars, but they must be arranged in a manner that makes a unique statement about the vehicle and its maker. Right now, all these things conspire to say is: Audi makes great looking, nicely outfitted Volkswagens. It deserves the chance to say so much more.