In the US it's become "the king of bling". It's one of the most popular cars of recent times, feted by the press and the public, and largely responsible for putting Chrysler back on track. Now the 300C is coming our way.
It's been a long wait. We read reports of its rise last year, saw it feature in the garage of nearly every celebrity's "Crib" on MTV and got to fiddle with it at car shows. This week at last we had the opportunity to get behind the wheel.
The first thing to say is that the 300C looks truly awesome. Aimed at buyers of the Jaguar S-Type, the Volvo S80 or the Saab 9-5, it has more presence than all of them put together.
The menacing front grille, smaller side windows and bulldog look make it both sporty and muscular. Sitting on 18" alloys which will come as standard, it's not for the faint-hearted or the shy. This car screams personality.
In the US, the 300C is powered by the renowned "hemi" engine, a 5.7-litre V8 block that manages 0-100km/h in 6.7 seconds with a throaty roar. Such a powerhouse is in keeping with the look, but it's impractical considering Ireland's horrendous car tax regime. However, for those who want it, the "hemi" version will be on offer here.
Thankfully, Chrysler also offers a diesel option to Europeans - it's the V6 3-litre taken from parent Mercedes, the one that also features in the likes of the C-Class and E-Class.
Combined with Mercedes' 5-speed automatic gearbox - also standard - the diesel turns out 218 bhp and a very respectable 0-100km/h time of 7.6 seconds with a top speed of 230km/h. Fuel consumption is not bad either, recording official combined figures of 8.1 l/100km.
Interior trim is perhaps not as stylish as its Swedish competitors, but in quality it compares favourably with the likes of entry level BMW 5-Series and there's plenty of room. Chrysler says it offers more space in terms of leg, shoulder and elbow room than a 7-Series.
If there is a weak point, it's the 300C's handling, which is still a little bland beside the BMW, particularly at speed. In corners the body tends to wallow, offering the sort of ride one has come to expect of softer US models.
That said, the suspension has been reworked for Europe and we were assured that the cars we drove were pre-production models, with final tweaking to be done before the car goes on sale here.
With slight adjustments to suspension settings, handling and seats, the 300C is now being built for European customers under contract at Magna Steyr's plant in Graz, Austria. The Voyager range and the Jeep Grand Cherokee are already being built for Europe.
Initial production will be left-hand-drive, with right-hand drives rolling out in November in time for Irish deliveries in January. An estate is also available and it's hard to choose which is better looking of the two.
In keeping with its street-tough appearance, the 300C diesel cloaks any diesel whine and replaces it with a more V8 engine note. Then there's the impressive torque of 510Nm from just 1,600rpm, enough to push you along from start in a smooth thrust. It also manages to throw up a little wheel spin when pulling off, even with the ESP switched on. It may seem a little yobbish, but in a car that looks this muscle-bound you just can't help yourself.
It's also a decent motorway cruiser, though again at higher speeds the steering starts to become a little light.
Prices are likely to start at €60,000 for the diesel - that includes the 18" alloys, leather trim and various other features as standard.
Perhaps the greatest challenge for Chrysler will be to try and position the brand in the premium market. The 300C is certainly a bold statement in a market used to more conservative offerings. It may not match the 5-Series on handling, but it looks wonderful, as brash as any American caricature.