Kia has launched a driving school initiative and revised its taxi programme as it takes a targeted approach to raising fleet sales.

For driving schools, it expanded on the traditional offer of free dual driving controls by offering free insurance. “It was what they told us they wanted,” said Andrew Sellers, Kia fleet manager.

Since launching the programme in April, 35% of enquiries on Kia’s fleet website are from driving schools.

For taxis drivers, Kia is now offering to pay the deposit of up to £3,000. And it plans to roll out other incentive programmes.

But its fleet aspirations stretch beyond targeted initiatives - Kia is looking to get on more user-chooser lists.

It has produced promotional literature in the shape of a wage slip which shows drivers how much more money they take home thanks to benefit-in-kind by choosing a Kia compared to its competitors.

“The hardest thing is to get the message across that our BiK is thousands of pounds cheaper than competitors on wholelife cost,” said Sellers. “The wage slips will help but we also go out to businesses knocking on doors to make them aware of the tax benefits.”