“The way a car reflects their business is critical. Unlike a big fleet where a car is there to do a job, a small business needs to know the car will do the job, but also answer this question – ‘does it look good for my business?’ So as a brand we’re looking more at style, while not forgetting the cost of ownership angle,” Tony continues.

One of the things that tends to get bandied about at presentations such as these is an overload of acronyms (mercifully few of these actually) and new marketing phrases. Hyundai’s was ‘modern premium’. Hmmm.

Right, come on then Tony, unravel the marketing-speak. Just what exactly does modern premium mean?

“It’s the credentials of a premium brand, but accessible to more people,” counters Tony with a smile. “Clearly, we are not an Audi or a BMW, but our cars embraces many premium features, such as standard satellite navigation, and high-tech features such as lane assist, along with a high quality finish.”

A reasonable explanation, I reckon. And hear this. On the i40’s options list are these: a heated steering wheel (just bliss I reckon on cold winter mornings) and heated rear seats – now that would blow away my daughter, who complains in the back while I’m enjoying heated seats in the front of my Audi A6!

Hyundai, I reflected on the way back home, has come a long way. When I first started many years ago on What Car? magazine there was the Hyundai Sonata saloon, which we uncharitably referred to as the Korean Cortina. Competent, reliable, but dull. What a long time ago that was – and how far Hyundai has come.

Now the brand is really arriving. And the i40 is coming up fast in the Ford Mondeo’s rear view mirror.