'There is no price war' is the battle cry of chief executives and underwriting directors across the country.
What then of the TV tussle between Michael Winner and Joanna Lumley? The two faded stars are fighting it out on prime time TV in advertisements for respective brands esure and Privilege.
The battle for the safer driver was flagged up by Insurance Times over two months ago. And the weapon being used? Lumley explains: "Privilege guarantees to beat any renewal quote for drivers with four years' no claims discount."
So that won't be price then.