subtitled HYundai rules the world.
Flanked by scantily clad girls on the stand at the Geneva motor show, the Hyundai i40's venture into a world dominated by experienced professionals might come across as naive.
After all, there are no such frills on the stands of chief competitors such as Ford, Opel - Vauxhall in the UK - or Volkswagen, whose motorway warriors have held a tight grip on the fleet market for decades.
"The fleet market is crowded by a lot of successful cars such as the Mondeo, Insignia or Passat," grins Hyundai's European chief operating officer Allan Rushforth, the bit between his teeth.
Mr Rushforth's determination puts a lie to the light-weight performance on stage.
For behind the Korean carmaker's tottering high-heeled approach, there's a perfectly grown-up strategy that has caught the eye of, even spooked, established rivals.
'Right vehicles, right time'
Last year, car sales in the European Union fell 5.5%. Hyundai, meanwhile saw sales rise 4.4%, with its Korean alliance partner Kia gaining similarly with a 3.9% rise in market share.
European car sales
Hence in Europe, Hyundai and its Korean alliance partner Kia have between them already overtaken Toyota - even without a car that appeals to company car drivers.
"We're a predominantly retail-oriented manufacturer at the moment," Mr Rushforth says.
Which is why, during a period when carmakers that relied heavily on sales to company car drivers were suffering, Hyundai rode the economic downturn with its i-series of small cars.
Its small and fuel-efficient i10, i20 and i30 models gained popularity thanks to scrappage schemes that saw European governments pay people to trade in old wrecks for new cars.
In addition, Hyundai rode a crossover wave that saw customers flock towards cars that combine the high riding position and ground clearance of rugged 4x4 cars with the fuel economy and driveability of ordinary cars.
Its ultra-modern ix35 was particularly successful in this market, Mr Rushforth says.
"We set out to sell 50,000 and we took more than 100,000 orders last year," he says.
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