Kia UK is looking to boost sales in Britain to 70,000 vehicles a year, up from 56,000 in 2010, as it introduces a raft of new models over the next two years.
It has started the ball rolling with the redesigned Picanto which will be followed in September by a new Rio, two small models in very important market segments for the brand. Before the end of 2011 comes the large Optima as a halo model at the top of the range.
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Kia UK managing director Michael Cole said he wants to boost Picanto sales from 7.5% to 10% share of the city car segment in the model’s first full year in 2012 – around 15,000 units. He expects sales this year to reach 6,500 when a three-door version joins the range in two months’ time.
Cole said: “The three-door will be important because it will open up the Picanto to different buyers. It has a much more sporty, dynamic look which will appeal to younger drivers and, hopefully, more male drivers.”
The introduction of the new Rio in September will be the real volume booster. Cole added: “Historically the car has been a little bland and has not done too well for us but the new car is much more dynamic and ‘European’ and I hope it will do for us in the B segment what the Cee’d did in the C sector.”
The new Optima D-segment car arrives towards the end of 2011. Cole added: “We are not looking at Mondeo or Insignia levels of sales. Optima is a model that will showcase what we can do and I believe we will sell a good number.”
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By GlobalDataThese models will help push Kia sales to around 57,000 this year in the UK, up from 56,000 in 2010 – of which around 12,000 were attributed to the temporary government-subsidised scrappage scheme which gave a huge boost to both Kia and parent Hyundai. But, with the new Cee’d next year, Cole is setting his sights on annual volumes of 70,000.
He said: “Our volumes are going to grow significantly with the new models we have coming – by 2013, the Soul will be the oldest vehicle in our line-up.”
