When it comes to the family hatchback segment, it is dog eat dog. Generally the Ford Focus and the Volkswagen Golf sit at the top in a league of their own, doing things dynamically that competitors can only dream about.
The rest of this crowded class simply have to duke it out for what's left of the honours. It's dicey turning up to compete when you've got players like the Vauxhall Astra, Renault Megane and Citroen C4 before you even get to the budget cars.
It's to this upper second class bracket that Hyundai aspires with the i30 - and unfortunately for the Hyundai, its immediate competition begins far closer to home. The Kia Ceed is based on the same platform but has unique styling arguably more suited to European tastes and to rub salt into the wound comes with a seven-year warranty.
The good news for the i30 is that it can hold its own. Once you get past the slightly anonymous, humdrum styling you will find that the i30 is surprisingly satisfying to drive. It steers well and the multi-link suspension means that the chassis can soak up practically everything the road can throw at it.
Even more satisfying for the driver is the knowledge that the car comes with stability control, anti-whiplash head restraints and six airbags as standard. Going for a cheaper car here doesn't mean that you have to skimp on family safety.
Family comfort is important too, and the i30 scores highly. There's plenty of room in the car, especially in the back seats, and the materials are a big improvement for Hyundai. Whilst the boot isn't as big as some cars in the class, you can fit four adults inside in comfort and the fit and finish does have a feel of robust quality to it.
Of the engines, the 1.6-litre petrol is thrashy and unrefined, but the 1.6-litre diesel is the pick of the lot - it will do over 60mpg, performs briskly enough and is quiet on the move.
Hyundai has come a long way with the i30 - this car deserves not just to be on the shortlist when buying a new car, but also deserves serious contemplation. Hyundai might not be able to fight others on their own terms, but it has certain tricks up its sleeve - a five-year warranty and low price see to that.