Kia is to appoint a further five Business Specialist Dealers (BSD) as it aims to grow its share of the fleet market.

The dealers, who will join the existing 15 centres around the UK, will undergo intensive training on issues such as finance options and taxation so they can provide a full service to small company buyers (SMEs).

Andrew Sellars, head of fleet and remarketing at Kia, said: “We want to treat dealer fleet customers as they should be treated, especially those companies buying just one, two or three vehicles.”

Kia ended 2008 with sales up 6.6% to 31,324 units, with fleet accounting for 14,600 (an increase of 21%).

But with reduced exposure to short-term deals such as daily rental and buy-backs, the manufacturer wants to find new avenues for fleet growth.

Sellars added: “We have had a change of direction with the goal being sustainable growth.

"Before, we were growing fast but the growth was perhaps not sustainable.

"We have taken stock and stopped doing heavily-discounted business.”

Plans are already underway to appoint the new business dealers, who will be supported by a team of regional business sales managers and a national business sales manager.

Sellars says they will be appointed in areas where Kia can gain the maximum benefit, adding: “Getting to SMEs can be difficult to reach, which is why we want to tap into our BSDs’ local knowledge.”

Already this year, the brand’s SME focus has paid dividends, with dealer fleet registrations rising by 25% in January.

Sellars added: “Kia is seen as a smart value brand, and we know have the quality and reliability to give buyers confidence.

"The challenge now is to get Kia product in front of people.”

To aid this, Kia will run a 90-car demonstrator fleet centrally, available for BSDs to send out to pre-approved potential clients for a week’s trial.