The people carrier (MPV) market is the fastest growing car segment in Ireland, and Honda want a bigger slice of the action. The Japanese firm already has its seven-seater Stream doing battle for market share, but even it now accepts the Stream has been more of a trickle when it comes to sales.
So Honda's engineers went back to the drawing-board. The result: a new six-seater MPV called the FR-V, (which stands for Flexible Recreational Vehicle, if you have to know).
Taking styling cues from the new Accord, the aim is to continue Honda's assault on the premium segment, hoping in time to be considered alongside Audi, BMW and Lexus.
But for now, with no real mid-range MPV contenders from the other premium brands, it's setting its sights on big sellers like the Toyota Corolla Verso and the Volkswagen Touran.
In terms of styling, the FR-V follows the likes of the SEAT in trying to overcome the boxy look that's a trait of people carriers. Instead it features smoother running lines, and a rear C-pillar arch strikingly similar to that on BMW's X5.
Given the three-seat format of the front seat, the car is slightly wider than most of its competitors, but the overall package is smaller than its most comparable rival, the six-seater Fiat Mulitpla.
Inside, and the easy-to-hand dash-mounted gearbox is impressive, and the various movements of the six seats - which can all be folded down - are easy to use.
The other benefit of the FR-V over its stablemate, the Stream, is that with all six-seats upright, you still have a decent bootspace of 439 litres. Admittedly the middle front seat is a little tight - more cramped than the Multipla - and knee room in the passenger seat is rather compromised. Yet for most families the combination of decent design, the Honda badge and the extra seat may prove a winner.
For now only a 1.7-litre VTEC petrol engine is on offer, but Honda's impressive 2.2-litre diesel - star of the now hypnotic "hate something, change something" TV ad - will be on offer next year. Priced at €27,475, the FR-V comes in below the Touran, but €580 more than an equivalent Corolla Verso.
However, it does have a pretty high standard specification, which includes eight airbags, ABS, and climate control. Honda is confident of getting four stars at the Euro-NCAP tests for occupant safety, and three stars for pedestrian.
Sales are predicted to be 150 a year.