Microsoft's aiming its sights at Gran Turismo 5 with the just-announced Forza Motorsport 4, claiming the 360 sequel will be the most realistic racer "on any console".
The Kinect-enabled follow-up - which was announced this weekend for release in autumn 2011 - is already being hailed as "the definitive racing game of 2011" by its publisher.
"Forza Motorsport 4 will be the most expansive and vividly realistic automotive experience across any console, bringing you closer to the edge than you've ever been before," MS gushes in the game's announcement.
Through Kinect, players will be able to "step through the TV screen and jump into the driver's seat", while the controller-based experience will let you take on the "bone-jarring physics, unparalleled levels of customisation, and rosters of dream cars and tracks".
Turn 10 and Microsoft certainly aren't settling for second place then.
Check out the debut Forza Motorsport 4 trailer if you haven't already.