Kia may not grab the headlines at Geneva tomorrow, but its offerings at the show are arguably far more significant than any new Lamborghini hypercar.
I've spent the evening looking at the firm's new Picanto and Rio superminis, both of which are production ready and will be in UK showrooms in spring and autumn respectively.
Both look neat and tidy, almost modern Ford-like in appearance. The firm's design under Peter Schreyer has moved on three generations in just one and the Picanto and Rio look every bit as sharp and distinctive as the Sportage before them.
A poke around the interiors of both revealed a jump in quality too, something backed up by Kia's seven-year/100,000 mile warranty.
But the real story lies under the bonnet of the Rio. Kia has tonight confirmed a new 1.1-litre three-cylinder turbodiesel engine that, equipped with stop-start, will return 88mpg combined economy and 85g/km CO2 emissions in the Fiesta rival.
Those figures will make it the lowest emitting, most fuel efficient car on sale in the UK - and it'll be here in a matter of months. Its figures beat even the Smart Fortwo diesel.
Kia sold around 2 million cars last year, double the number it sold in 2004. And with better looking, more efficient and higher quality cars than it's ever offered before, who'd bet against Kia becoming an even greater nuisance to the established car makers in Europe?