MITSUBISHI'S all-new Lancer, just like its smaller sibling the Colt, is battling it out in a hugely competitive market.
In this case, it's up against the likes of the formidable Ford Focus, the Vauxhall Astra and VW Golf.
But you would not think this was the case as the Lancer looks a lot bigger and is in fact larger than the previous incarnation.
It is a striking looking car. In fact it reminded me of Mitsubishi's ill-fated Galant, a car I thought had superb looks, but never really took off.
The Lancer has been around for 35 years now, and although the car retains the name of its predecessor, both the visible and invisible changes are striking.
It is a well-styled, keenly priced, well equipped family hatchback with good engines and the backing of the company's sporting pedigree.
It is also a very safe car, an ever more important factor for the family man or woman choosing a new car. To this end it features a five-star Euro NCAP crash safety rating and a host of other safety equipment.
It also offers a better drive and sharper handling than previous models and buyers will be reassured by Mitsubishi legendary reliability.
The styling features the now signature jet fighter style front grille and angular styling at the front end which emphasises the sporty look. This does fade away at the back end where it has the rear sportback or hatch has an odd, bulky look. But muscular haunches, neat alloys and re-styled bumpers mitigate this and overall the car is stylish and sporty.
The base model starts at £14,499 for the 1.5-litre petrol GS2 and for that you get plenty of extras in the light and airy cabin.
The car has a sturdy rather than luxurious feel inside with plastics built to last and some slightly old-fashioned switchgear. But everything feels well engineered with simple and logical dials and controls, even if the radio felt a little fiddly.
For the driver, the three-spoke leather trimmed steering wheel is a nice size, with multi-function controls available.
There are two engines available, a 1.8-litre petrol engine that develops 141bhp and a two-litre VW sourced diesel that provides economy and refinement.
The petrol engine in the test car proved both willing and reasonably refined, even when pushed hard.
It did not prove particularly economical however and CO2 emissions are on the high side.
Official consumption figures suggest 36.7mpg, but I struggled to get anywhere near this. The five-speed gearbox is slick-shifting and acceleration is brisk.
The 0-62mph sprint takes 9.8 seconds while the top speed is 127mph. It proved a comfortable motorway cruiser with little wind or engine noise, although tyre noise was intrusive at times.
The 400-litre boot space is quickly increased with the simple to fold split rear seats and this supplemented by numerous cubby holes and holders.
There is a a centre tray for small items, a 12V socket and AUX plugs, audio and video with Mitsubishi Multi-Communication System available on GS4 trim test model.
This Lancer is obvioiusly the best yet and a real, roomy alternative to the market leaders.
FAST FACTS
Mitsubishi Lancer 1.8 GS4 4dr
Price: £17,649
Mechanical: 141bhp, 1,798cc, 4cyl petrol engine driving front wheels via 5-speed manual gearbox
Max speed: 127mph
0-62mph: 9.8 seconds
Combined mpg: 36.7
Insurance group: 8
CO2 emissions: 183g/km
BiK rating: 19%
Warranty: 3yrs/ unlimited mileage