In the States, every 'homie' has one, the rappers adore it, the muscle motor fans drool over it and even the pin-striped accountants at the car company have fallen for it.
The 300C is arguably the best icon to come from Chrysler since they built their shiny silver tower in New York city.
While there have been Irish-registered models spotted in Dublin car parks in recent weeks, Monday was the first Irish ride and drive event since the arrival of this pin-up of the Chrysler revival in the US - the 300C.
Although we had our first test in the Chrysler last summer, it's the first time we had to try the car out on Irish roads. The striking features of the 300C, in particular its chiselled profile, small glass area and imposing front grille makes it arguably the most character-rich executive model on the market at present.
Engines for the Irish market are limited to the 3-litre diesel and massive 5.7-litre 'Hemi' V8; the latter unlikely to feature to any great extent on Irish sales lists. Offering all the gutsy gurgle one has come to expect from big American V8s, the 340bhp unit gets from 0 to 100km/h in 6.4 seconds and costs €73,700.
For the Irish market, the only real seller will be the 3-litre diesel, the engine taken from sister company Mercedes. It offers all the power of its counterparts and on straight motorway runs the 300C runs smooth.
However, the engine remains rather raspy for a diesel in this class. Then there's the handling: American cars are famous for their softer handling, something Europeans don't appreciate.
At the international launch there were promises that the pre-production handling and suspension was going to be adjusted for European roads. On the hour-long run on a mix of the M50 and tighter roads around Enniskerry, the 300C showed itself to be competent, if not really on a par with European counterparts.
Nevertheless, at €58,500 for the 3-litre diesel version, it's nearly €10,000 less than the equivalent Mercedes E-Class, the E280, and €15,600 less than the BMW 530d SE and with such a striking look, we'd be hard-pushed to see why this car will not sell well here.