Kia UK managing director Paul Philpott wants to change the perception of the brand from cheap and cheerful to design-led and desirable.
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He said: “Our new products will no longer fit into that simple cheap, reliable image – they are much more than that. The Chinese are coming and the Indians will probably follow, Cheap and cheerful can no longer be our USP.”
Speaking at the launch of the new, Slovak-built three-door Proceed in Istanbul, Philpott said: “We have changed our marketing philosophy from supply push to demand pull and moved our reliance on fleet business to retail growth.
“Sales numbers dropped 18% last year overall, but we did increase sales to private buyers and that trend has been increasing.”
The three-door hatchback is longer, lower and lighter than the five-door version and every panel, apart from the bonnet and front wings is unique.
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By GlobalDataKia UK plans a seven-model line-up based on five engines and three trim levels that will ensure 70% coverage of the UK three-door C-segment.
There will be no price difference between the two body styles but the three-door will have additional equipment.
Air conditioning and alloy wheels are standard on all models and a sports equipment pack is fitted to the upper two trim levels.
The range will be offered with 1.4- and 1.6-litre petrol engines, two 1.6-litre diesels and a two-litre diesel.
