Kia Motors UK has agreed a deal with an unnamed British fleet operator for between 90 and 100 Cee’d SW Eco Dynamics cars, while further such orders are expected this year.
The automaker’s UK unit said the order was proof of the growing acceptance of the brand in the UK fleet market.
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“We have converted a customer to Kia and this is where we see opportunity…people see Kia as a player in the fleet market,” UK managing director Michael Cole told just-auto in Barcelona where the new Venga and Sorento models were introduced to British media.
“It comes back to awareness as people put us on their choice list.”
Cole said the fleet operator had based its decision on whole-life cost stretching across the entire order and without providing supporting data, he claimed such a significant deal could yield decent payback.
“It [Cee’d] appeals to the driver as it is a stylish-looking car with great carrying capacity,” added Cole. “From the fleet owner’s point of view, [it has] low CO2 and therefore ability to claim significant write-down allowances. From the employee’s point of view it is better [for] personal taxation.”
And Cole added there were “a couple of other” potential fleet deals Kia was working on that could yield the manufacturer orders for 50-60 units at a time this year. “We are getting on to consideration lists where we have not been before,” he said.
Perceptions of Kia by fleet buyers as “probably a bit of budget brand” were also shifting, noted Cole, who highlighted the recent range-wide introduction of a seven-year model warranty as proof of the company’s confidence in its range. “People are saying they are well-built now.”
