The Genesis GV70 certainly has the looks to stand out from the crowd. It also feels like it’s at the heart of the European invasion of Genesis, which is really picking up pace now, with four models ranges now on sale. The GV70 is where it’s starting to look serious, as it’s an SUV that’s designed to tempt you away from an Audi Q5, BMW X3 or Mercedes-Benz GLC.

The GV70 is the SUV sibling to the new and surprisingly likeable G70 saloon. The ‘V’ in its name means ‘versatile’, and this new upscale Korean SUV has an uphill struggle if it’s going to get on top of those aforementioned premium-badged rivals. A big challenge especially as there are just two engines on offer – one petrol, one diesel and not a hybrid in sight – and no on-trend Coupe-SUV version to jazz up the range.

But Genesis reckons its ‘Five Year Plan’ – five years of warranty, servicing, roadside assistance, over-the-air updates and courtesy cars if things go awry – and a price undercuts the competition will be enough to set it on its way. You get plenty of choice in the equipment department.

Trim levels are Premium Line, Luxury Line and Sport Line. Every GV70 is well equippped with powered tailgate, electric front seats and a suite of safety aids like adaptive cruise and speed limiter, blind spot monitoring and lane-keep assist. Some of these would be pricey options on any of those other rivals, if available at all.

There are also option packs. The Innovation Pack is the most fruitful, adding adaptive LED headlights, a larger instruments display, a head-up display, remote parking functions, a 3D surround view system for parking, a wireless charger and Hyundai Motor Group’s blind spot view monitor. A sunroof, seating pack, Nappa leather, an electronic limited-slip differential and a Lexicon audio system are all on the ticky box list, too.

Over the next few pages we’ll be scoring the Hyundai GV70 in 10 key areas to give it a score out of five. They’ll take into account the driving experience, how pleasant the interior is, the practicality on offer and what it’ll cost you.