Alfa Romeo, the mainstream performance arm of troubled Fiat, has launched the successor to the 156 - the car credited with pulling the ailing Italian marque back from the brink when it was launched in 1997.
The new model is coming in to the fiercely competitive premium end of the medium family car sector, or mid-executive sector, which is dominated by the BMW 3-Series and Audi A4.
As with the previous model, the car's Italian styling is going to win the hearts of many young executives looking for the expressive individuality that the German marques fail to provide.
Designer Giugiaro's triple circular light cluster and large Alfa shield give the 159 the aggressive stance of a true sports saloon, while the twin exhausts at the rear continue the theme.
This is the Italian's answer to German market dominance, but it is no 3-Series clone.
Described as the 156's successor, the 159 is larger at over 4.6m long.
But despite the extra rear room this provides, true to form, the best place to be in this new Alfa is still the driver's seat. Typically, all instruments are directed to the driver, who now benefits from an improved seating position.
Apart from a turbo pressure indicator in the centre console that is all but useless as it is too small and requires the driver to avert his eyes from the road, the cabin is otherwise an inspiration that urges the driver to make the most of the car.
Under the bonnet, there is a range of engines on offer. Unlike some of its competitors, Alfa has priced its entry diesel on par with the entry petrol.
As Geoff Smyth, MD of importer, Fiat Ireland, admitted: "We've taken a hit on the diesel prices, but we want to get as many of these 159s on the road as possible and we believe our diesel technology is the best."
He has a point: the diesels are surprisingly powerful and responsive.
Employing multi-jet technology, the diesels start with the now familiar 1.9-litre unit delivering either 120 or 150bhp and rise to a 2.4-litre 200bhp powerplant that pumps out 400Nm of torque.
For petrol lovers, Alfa is offering everything from a new 160bhp 1.9-litre to a 3.2-litre V6 260bhp unit that is coupled to Alfa's Q4 permanent four-wheel drive system - the Italian answer to Quattro - which, with a typical Italian touch, utilises a centre diff set-up that sends most power to the rear wheels to allow drivers to enjoy slight oversteer when cornering.
Safety features strongly, with a host of electronic aids and seven airbags as standard, as is the car's braking system, which is one of the most powerful available. In addition, the car has just been awarded the full five stars by EuroNCAP.
While its styling and performance will win hearts, its pricing, especially for the diesels, will help to win the minds.
The range starts at €36,550 for the 1.9 petrol or diesel and tops at €49,300 for the 3.2-litre 4x4 range topper.
Judged on a power-to-price ratio, the Alfa leaves the German competition in its exhaust fumes, with the equivalent 3.2-litre 255bhp A4 starting at almost €9,000 more and the 255bhp 330i from BMW costing almost €7,000 more.
This attractive price difference between the Italian and German cars continues throughout the range.
As a result, this combination of price, styling and performance is sure to win over many young execs yearning for some individuality on the road.