KIA is poised to re-launch itself in the UK with an assault on the corporate sector in a concerted effort to double its market penetration. The Korean manufacturer has big plans to revitalise the marque before launching an all-new upper medium contender next summer.

The Credos is a Mondeo-sized package offering extremely high specification at a budget price which will join the current stable of Pride, Mentor four and five-door and Sportage compact 4x4.

Kia sales have been bumping along the bottom of the market for more than five years with annual registrations failing to rise significantly despite the launch of three new models since the brand arrived in the UK with the Pride. Now, under the control of former Daewoo sales supremo Huw Davies, Kia is planning to relaunch the Escort-sized Mentor and actively court fleet business prior to the launch of the Credos.

Davies wants to increase sales by 50% by the end of next year, taking them up to 10,000 units in 1999 and ultimately a 1% market share. He said: 'We will only launch the Credos in this country when we are sure we have our house in order because it's impossible to launch a car in that sector successfully without proper communication with the fleet industry.'