2011 will be a “landmark year” for Kia, according to Paul Philpott, Kia Motors Europe chief operating officer.

With three new models due for launch in the A, B and C sectors – sectors which account for almost half of European sales volume – the company believes its focus on design and quality, aligned to a value for money proposition and new low CO2 engines, will attract new customers, including in the fleet sector.

The user-chooser market is a key target with fleet drivers providing the stimulus for more companies to add Kia to their choice lists.

The new Rio, which goes on sale in time for the September plate change, is a game-changer for Kia. Sat in the high volume B-segment against fierce rivals like the Volkswagen Polo and Ford Fiesta, this car is expected to boost the company’s profile with corporate and user-choose fleets.

Kia has been highly competitive in the total cost of ownership arena for a number of years, thanks principally to low P11D figures.

Now, however, it believes it can compete for hearts as well as minds.

The new Rio is certainly a step forward from the current model – indeed Kia claims it jumps two steps forward – with the design influence of former Audi design boss Peter Schreyer in clear evidence.

Attractive from all angles with a high quality interior and body panels that exude a satisfying ‘thunk’ when doors and boot are slammed shut the Rio will tick most boxes from a design and quality perspective.

** See the March 17 issue of Fleet News for more on Kia’s fleet plans

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