SAY WHAT you like about brand-building or image - and most manufacturers have something to say on the subject - but these days the boundaries are being torn down. Car buyers are looking beyond brands they know and looking at the tangibles, like price, specification and warranty.

Which plays right into the hands of firms like Hyundai, who have enjoyed a spectacular 2009 thanks to some exceptional offers. The thing that might come as a surprise is that the cars have plenty of substance behind the price tag. Right at the heart it is the i20, the supermini-sized offering from the Korean firm. You may recognise it - the number out on the roads has increased substantially, helped by the scrappage scheme, and it's highly likely each one will be a satisfied customer.

Its appearance treads the fine line between slick and flashy. Unlike some of the more mainstream competition, the i20 is likely to be accepted by all. There's a hint of European flavour in the heavily sculpted flanks and large headlights, and with the badges covered most people would struggle to place its country of origin. The three-door version is arguably better still, with a largely uninterrupted sweep from nose to tail.

Any prejudices you might have about Korean cars will be completely swept away once you step inside. The cabin is smartly designed and put together using good quality materials, and a lengthy poke and prod of the fittings reveals plenty to smile about. Then there's the surprisingly comprehensive kit list: all models get six airbags, air-conditioning, remote central locking, CD and MP3 audio system with auxiliary socket, switchable passenger airbag and electrically windows. For most people that would be more than enough, but you can also have climate control, USB socket for MP3 players, alloy wheels and more. There's little left on the options list, although a smug feeling does come as standard.

The space inside is on par with the competition too. The driver has the luxury of a height adjustable seat plus a reach and rake adjustable steering wheel which helps greatly with comfort, although a little extra lumbar support would be a bonus. Those in the back do fine too, the only niggle being that the tilt and slide front seat has no memory for the previous position.

This is no paper tiger either. There's the usual choice of two petrol and two outputs of 1.4-litre diesel engine, but even the lowliest diesel has something to offer. Importantly, both versions have the same torque output at a healthy 162lb.ft, so getting on with getting on is no trouble at all, and although there are only five speeds in the gearbox there's enough pull to make the long ratios work. It's more than adequately refined too, once you get past the cold-start rumble, and combined with the extra effort Hyundai has put in to noise insulation, there's very little for you passengers to grumble about.

Even keener drivers will find something to smile about. Although Hyundai isn't in the premier league when it comes to chassis dynamics, the i20 is blessed with well-weighted and responsive steering, consistent grip and strong brakes. There's also ESP as standard across the range, something that few competitors will give you, so whether it's a cross country blast or a family holiday, the extra reassurance is welcome. In fact the i20 made remarkably short work of the recent snow, chugging happily along with little mass and skinny tyres making it easier to understand the amount of grip on offer and the ability to change direction swiftly.

As well as not costing a great deal in the first place, it will carry on not costing you much once it's on the driveway. The lower-output 1.4 CRDi i20 can trickle along at 64.2mpg combined and slips into band C for vehicle excise duty - a paltry £30 a year. Not forgetting the sting in the tail: as with the rest of the Hyundai range, the i20 gets a 5-year unlimited mileage warranty, which just proves that this is a car for the private buyer.

It's also certainly a car for the smart buyer. The supermini sector is one of the most hotly contested, which is why manufacturers work so hard to make their car more appealing than the next. But if you can apply a little hard logic to your purchasing decision, it's hard not to find the i20 near the top of the list.

FACTS AT A GLANCE

Hyundai i20 1.4 CRDi Comfort 3dr, £11,180

Engine: 1.4-litre diesel unit delivering 74bhp and 162lb.ft of torque

Transmission: Five-speed manual gearbox driving the front wheels

Performance: Top speed 100mph, 0-62mph 16.2 seconds

Economy: 64.2mpg combined

Emissions: 116g/km C02