This is the new Volvo XC40 which will weigh in from £27,905 to take on the likes of the excellent Jaguar E-Pace.
The XC40 is the firm’s smallest SUV and it's plunging into a rapidly growing market, currently dominated by the BMW X1.
The newcomer looks very similar to its XC90 and XC60 siblings with an imposing front end and Volvo's trademark grille.
This is also the first vehicle to utilise the firm's compact modular architecture platform, also known as CMA, and it's aimed at city dwellers.
Having said that, it will still be a decent performer when taken off-road though mainly on rugged country lanes and muddy fields rather than tackling deserts and mountains.
Volvo XC40 takes on board tech from its siblings
The Volvo XC40 also takes on board much of the tech from its siblings and the cabin is also similar.
As with all new vehicles, there's plenty of connectivity, safety technology and entertainment with features including Google Local Search, Spotify, yelp and a range of other web apps.
Under the bonnet is a choice of two diesel or three petrol engines producing a range of outputs from 150 HP to 250 HP; they are all 2.0 litre four-cylinder engines with good responsiveness. Volvo is flagging up that an all-electric and hybrid version of this impressive small SUV vehicle will also be available next year.
The entry-level for the Volvo XC40, the Momentum version, will features a 9 inch touchscreen with voice activated controls plus their satnav and real-time traffic information for users.
Volvo has added its On Call emergency assistance package
Volvo has also added its On Call emergency assistance package and smartphone app in every vehicle which enables remote control of the car from either a smart watch or smartphone - users can unlock and lock their doors and even start the engine to preheat the cabin.
There is also a 12.3 inch screen for the instrument display which is also fitted as standard as are 18-inch alloy wheels along with dual zone climate control, the firm’s active filtration system and rear parking sensors.
Safety features include emergency braking should XC40 detect pedestrians or animals in its path. It helps that there’s also oncoming lane mitigation to keep the car from veering into another vehicle.
As usual, there's a good range of spec levels and technology available and a long list of options including Volvo’s increasingly impressive semi-autonomous Pilot Assist driving system.
But for those who want something special, the XC40 R-Design Pro delivers speed and style with the sporty spec including a black roof, leather upholstery, aluminium dashboard inlays and gloss black styling details, among other features.
The all-new Volvo XC40 is available to order now.