While disappointed that its small Picanto did not achieve a 5-star NCAP safety rating, Kia said that its small city car can equal the best in class in nearly all markets.
European marketing and product planning chief Beny Oeyen said the NCAP tests were based on the lowest specification cars on sale in the region – in some struggling markets that means no standard electronic stability control and that item’s a must for the safety ratings.
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He said: “In the A segment cost is an issue and in some markets they don’t want full-specification models which means that in one European country they are taking the car with no ESC. Unfortunately NCAP bases ratings on the lowest specification model that we sell, even though it will only be sold in small numbers.
“I don’t think customers are concerned too much about whether the car has a four or five star rating, as long as it no lower.”
Oeyen added that the big issue for Kia is continuing to change the brand perception, moving the brand a little more upmarket.
“We are accelerating this all the time with our new models. We can still be value for money but with it comes quality, design and technology.
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By GlobalData“If I could wish for something it would be an emotional or halo car for the brand. That could be a high performance version of an existing model, a convertible or an all new sports car. I would love to see Kia having something like a Mazda MX-5.”
More likely, however, is a high performance variant of a current model, possibly based on the new Ceed due next year, although a hot Rio is also being discussed.
