Could this be the year that the famous Pikes Peak hill climb is finally run in less than 10 minutes? Rhys Millen, with his brand-new Hyundai challenger certainly hopes so.
The Hyundai Genesis PM580 might look like an oddly proportioned refugee from Le Mans, and it might not have the most glamorous badge on its nose, but the bizarre Hyundai ought to have more than half a chance.
It's powered by a 750hp, turbocharged 4.1-litre V6, weighs a smidgen over 860kg and has enough aero trickery to keep it pretty glued to the ground.
On the other hand, Nobuhiro 'Monster' Tajima - who took the overall record away from Rhys's father Rod Millen back in 2007 - might have something to say about that.
Tajima is desperate to be the first to break the magic 10-minute barrier, and this year he's bringing the latest version of his Suzuki SX4 special. This has a whopping 910hp 3.1-litre twin-turbo V6 and a newly wind-tunnel refined body, although it does weigh-in at 225kg more than its Hyundai rival.
So: Hyundai vs Suzuki vs a 12.4-mile, 156-turn hillclimb. Should be a pretty close fight then, and one that will be resolved this Sunday in Colorado.