As Ford rolled out its future Australian line-up at a gala event in Sydney last week, Holden was busy undercutting its close rivals with its new Trax compact SUV.
While it's a rebadged General Motors product hitting our shores next month, there is plenty of local input.
A global design competition saw Holden's touches on the front of the vehicle picked ahead of those put up by competing subsidiaries, while the locals have handled calibration work for a number of international markets.
"Trax offers a great package at an exceptional price point and we believe it will pose an immediate challenge to established models when it arrives in Holden dealerships in September," Holden marketing director Philip Brook said.
"None of the best-selling vehicles in this segment currently offer the same features for this price."
Holden are definitely ahead of the pack: comparable offerings from Hyundai, Nissan and Mitsubishi will follow in late September but Ford's EcoSport will not see Australian showrooms until December at the earliest.
Under the bonnet is a 1.8-litre four-cylinder petrol engine that's shared with the Cruze Equipe and CDX.
The LS is available in either five-speed manual or Gen II six-speed automatic, while the top-end LTZ comes with the auto as standard.
Design-wise, they're clearly pitching to an active demographic, with plenty of seating room and storage space packed inside the compact frame.
And while it's Holden's fourth SUV, the company is promising it will be the first to enter the smart-phone age.
Standard on every model is a 7-inch touch screen with embedded MyLink Apps, supporting navigation, radio and music functions.
By picking up the BringGo App, drivers have access to a full navigation system featuring Google Place Search, 3-D Maps, turn-by-turn directions and emergency contacts, while a "where am I?" feature allows users to locate nearby points of interest such as restaurants.
The Trax also inherits the Siri Eyes-Free mode, allowing iPhone 4 and 5 users voice-controlled music, text messaging, social media and a number of other features.
"Drivers are increasingly expecting to remain connected to the outside world while driving, whether that's making hands-free phone calls or playing their favourite internet radio stations," Holden's electrical engineering director Joanne Markham said.
"Our approach in the introduction of this enhanced connectivity in the car is to use an interface which is intuitive, using a large touch screen with options that are simple to read and easy to learn."
The entry-level LS is priced at $23,490 for the manual and $25,690 for the automatic, both plus costs.
The auto-only LTZ will set you back $27,990 plus costs but will also get you 18-inch alloy wheels, jet black trim, heated front seats, a trip computer and even an extra storage tray under the back seat.
Available colours include white, red, pearl, grey, blue, silver, black and orange.