MOVING UP: with a new saloonA strapline rushes from the front nose of a car: "The logo is here to tell you what the car is, not who you are".
It's a clever advertising campaign running in the US from a company trying to overcome brand snobbery. In many ways that's the last great challenge left for Korean brand Hyundai, the firm behind the ad campaign.
The rise of the Korean car brands has come close to overshadowing the phenomenal success of Japanese firms like Toyota and Honda. For all the acclaim aimed at Japanese brands - and fear of a similar Chinese rise - it should not be forgotten that between the two lies another Asian car maker that has rapidly risen in public popularity - the Koreans.
Claims in car company press releases are normally held in the same esteem as political promises in the middle of an election campaign. Yet, somehow, the Koreans have been true to their word on goals that even five years ago seemed the stuff of fairytales.
A position in the top five largest car producers was the target by 2010 and back in 1999 when it was 11th, and well behind the established giants, that seemed a pipe dream. Today, Hyundai - when combined with wholly-owned sister brand Kia - is the sixth largest car maker in the world.
Hyundai's other promise was that they would start to match their Japanese neighbours for quality. Anyone who drove early versions of the Accent would be in fits of laughter at such a claim. Yet Hyundai has recorded steady growth up the quality rankings by the likes of independent assessors JD Power.
The biggest dilemma facing the Koreans now is adjusting the profiles of both brands to stop them competing directly with each other, while at the same time developing new models that maintain the levels of growth.
The aim is to move Kia into the market against the likes of Skoda and Nissan, while Hyundai moves to take on the higher end mainstream brands like Toyota.
While some models are already in the mainstream - such as Santa Fe, the coupé and Trajet - the next goal for Hyundai is to have some real options in the big-selling segments, such as the family hatchback market.
That's where the i30 comes in; the initial model that heralds a name change for most if not all Hyundai offerings. Next up will be the i10 replacement for the Atoz, followed by the i20 replacement for Getz. There is still no decision as to whether the SUV range of Santa Fe or Tucson will join the i ranks.
Competing alongside the price-conscious Accent, the i30 is the model Hyundai hopes will pit them against the likes of the Ford Focus, Toyota Auris and Volkswagen Golf. That's a significant competitive leap, but one which Hyundai claim they are capable of making with this new car.
While time will tell if they can meet their aims of 2,500 sales per year here in Ireland, there is already an air of confidence within the brand over the new offering.
The key sales pitch to market remains value-based pricing, with the i30 starting at under €19,000 for the 1.4-litre entry-level model. This comes with ABS, six airbags, alloys, air-con and an iPod compatible radio/CD as standard.
The connection between the Apple device and the new car doesn't end with the centre console plug. Marketing types will spot the shared usage of the ninth letter of the alphabet, which has become something of an icon since the trendy computer giant started producing its unique range of portable equipment.
How Hyundai got their i cars passed Apple's legal eagles and into the mix of iBook, iPod and iPhone remains unclear.
Regardless of this marketing coup, both the new hatchback's price and specification will tempt some buyers away from the mainstream, particularly those who wouldn't have given the Accent a second look.
While these are launch prices - likely to rise in the coming months - the new i30 is still likely to have a specific price advantage over established brands.
The obvious question, however, is how the car competes with its direct sibling, the Kia C'eed. The answer is that while it comes to market on the tail of the Kia, its fit, finish and presentation are all slightly better than its Kia sibling.
There's only the slightest exterior differences between the two - and for our money the Kia has it in looks - but the i30 has it on the road: but only just.
We like the Kia and it's hard to be won away from it by a car that offers a better specification, even if it doesn't match its warranty offer of seven years, compared to Hyundai's three years and unlimited mileage.
Hyundai dismiss the Kia warranty as a marketing ploy by a smaller brand attempting to grow, but there is no doubting its appeal.
According to Hyundai sales manager Clifford Barron, the i30 will benefit from the brand's more established dealer network, better specification levels and potentially better trade-in prices. Certainly, the larger network should ensure that more i30s take to Irish roads than C'eeds.
As to whether the car is a serious threat to established models like the Ford Focus, VW Golf or Toyota Auris, a few hours behind the wheel some weeks ago left us in no doubt that both models from the duo of Korean brands are equal to their European and Japanese rivals, at least at the entry level and mid-range of the market.
This is arguably the best car - with either a Kia or Hyundai badge - to come out of Korea since they started building cars. Only those who need a logo to fill a personality void will ignore the Koreans from now on.
Factfile
ENGINES: 1.4-litre 108bhp petrol engine and 1.6-litre DRDi dieel with either 89bhp or 113bhp
SPECIFICATION: Standard equipment on all variants of i30 include: ABS with EBD; front, side and curtain airbags; 16" alloy wheels; air-conditioning; radio/CD with USB/iPod compatibility; front foglights.
The Deluxe specification adds: extra half-leather seats, electric foldable mirrors and automatic replaces manual air-conditioning with full climate control.
The Premium specification adds: ESP, sunroof and cruise control a truly premium offering.
PRICES:
Petrol: i30 1.4 Classic €18,995;
i30 1.4 Deluxe - €19,995;
i30 1.4 Premium - €21,995.
Diesel: i30 1.6 CRDi Classic 90ps - €20,495; i30 1.6 CRDi Deluxe 115ps - €23,495; i30 1.6 CRDi Premium 115ps - €25,495.
Automatic (on 1.6-litre diesel only) - €2,000